Answering the Call of Community: with Shannon Musumeci, General Manager of Ruralquip

When Ruralquip began searching for the right hands to carry it forward in 2025, it refused to settle for just anyone.

Long-time owner Robert Oar had turned down multiple offers, determined the company’s next chapter would be led by someone local. Someone invested not just in the business, but in the region itself.

Enter, Shannon Musumeci.

Up to that point, she had thrived on familiarity.

She’d spent her entire life in the Burdekin. Over two decades working in the accounting industry.

But when she and her husband Max, as part of a consortium of local investors, purchased the company last year, a sense of duty to her community tugged her into the uncharted waters of leading a business as General Manager.

And she’s gone from strength to strength ever since.

After 21 years of working as a tax accountant, the move wasn't exactly a small pivot for Shannon, trading the structured world of tax returns and financial forecasts for supplier negotiations, stock movement, and the day in, day out unpredictability of running a regional business.

It was a transition from advising companies to carrying the weight of one.

“I’ve embraced the opportunity to grow in new areas such as leadership, operations, and team development,” Shannon says.

“For me, stepping into the role… wasn’t just a career choice—it was a commitment to our family business and the community we live in.”

The shift from professional services into hands-on operations represented a significant shift, albeit one underpinned by similar foundations.

“My career in accounting gave me a strong foundation in financial management, business strategy, and problem-solving, as well as the discipline and attention to detail that come with working in a professional services environment,” she said.

“[The transition] has allowed me to bring those skills into a more hands-on, operational setting.”

As part of her role, Shannon currently oversees all areas of the business, from supplier relationships and product selection to team leadership and long-term planning.

In her short time at the helm, the business has already expanded its product range, strengthened supplier relationships and refined internal systems that have helped maintain the personalised service locals are accustomed to.

She attributes this swift, tangible success to a philosophy made up of three parts; resilience, integrity, and a genuine commitment to community.

“In a regional business, resilience is essential. You have to adapt, stay steady, and keep showing up,” says Shannon.

“Integrity is just as important. Being honest, consistent, and fair builds trust, and trust sustains a business over time.

“I also believe that investing in your community strengthens everyone. When the region thrives, so do the businesses within it.”

But just as importantly for Shannon, it’s about striking a balance between hard work and enjoying the simple things.

Outside of work, she enjoys music and values time spent socialising with friends, often over a cold beer after a busy day. She calls her husband and two sons, Jonas and Dallas, her “greatest motivation.”

“No matter how busy life gets, they’re my priority—and the reason I work hard to build something meaningful for the future.”

Looking ahead, Shannon says she's focused on continuing to strengthen her leadership as she guides the company into its next phase.

“For me, it’s not just about the size of the business in five years, but about building something stable, sustainable, and well-respected.”

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