Farmer Dave is now hosting Tuckerbox.tv — a new web and television series about what makes Australian-made and -grown food special.
The dog trainer from Box Hill said viewers would get the whole story of food, right through from the base product to the end product.
"So in one episode, we go to the SunRice Festival out at Leeton, where we do Leeton's longest lunch, then visit the producers and see where it all comes from," Dave said.
He said filming was a real eye-opener.
"For example, I had no idea Australia has the best scotch on the planet, or that there was such a collaboration attitude about the marketplace."
Tuckerbox.tv began streaming live on Monday and will also be an in-flight entertainment option for China Eastern Airlines' 40 million passengers.
There are 35 episodes.
"It will be on Foxtel next year," Dave said.
Asked how he became involved, he said: "They wanted a rural face that connected with people [who] had a producer-to-consumer connection.
"I had no idea Australia has the best scotch on the planet"
"I had been a prime lamb producer . . . our lamb were certified as free range by Humane Choice.
"We did about 10,000 lambs a year through online sales, 50 point-of-sales at farmers markets and we had a direct-to-consumer shop on the Gold Coast."
He said they had been in the paddock with the stock but had also met the consumers who cooked with their produce. The lamb producers were willing to reach out in new ways.
"To be marketing through Facebook in 2007, 2008 was just unheard of; we even used YouTube, to get that instant feedback," Dave said.
Since Big Brother, Farmer Dave has also appeared on Dancing with the Stars and performs annually at the Easter Show.
He trains dogs at his business, the Farmer Dave Dog Centre in Box Hill.