This paper tracks the progress of Cell Grazing in Australia from 1990 when it was first taught, to 1999, from 2 perspectives. The first, a model of an industry paradigm shift, follows the classic pattern outlined by Kuhn (1970) in which the principles of Cell Grazing will be considered ‘normal science’ within another 10 years. The second perspective is industry-oriented, where results obtained from properties throughout eastern Australia are presented. Cell Grazing was found to boost business profitability and improve soil as well as to increase rainfall use efficiency and, usually, biodiversity. Described as a high-level, time-control grazing method, Cell Grazing differs from a variety of rotational grazing systems. Comprehensive definitions of the different grazing approaches are used to illustrate why results presented in the scientific literature differ from results reported by industry.