The book, titled Thirty Thousand Bottles of Wine and a Pig Called Helga, is set at the secluded Block Eight Hunter Valley, which Todd and partner Jeff own.

The book has been reprinted three times already.

"Helga has outsold Jimmy Barnes, Ahn Do and Stan Grant this year. They're Australian icons, but this little pig has taken some of the spotlight," Todd said.

"Honestly, I can't tell you how many people have written to me either on social media or email to say they've fallen in love with Helga and can they come and visit her.

"We have random people drive on to the property. I run out with my pen to sign a book and they're like, 'No, where's the pig'."

A celebration will be held on Saturday to mark Helga's second birthday.

"When I wrote about her in the book, she was still a baby. She's an adolescent now, which means she's bringing a teenage attitude," he joked.

While the book is about more than just Helga, the pig has captured Australia's imagination.

As he wondered why this was so, Todd realised it wasn't uncommon for pigs to hit the big-time in pop culture.

"When you cast your mind back there's always been a pig that's been really popular in my life," the 45-year-old said.

"It was Miss Piggy or Porky Pig when I was a kid, Doris the alcoholic pig on A Country Practice and then Babe.

"There's something about pigs that capture people's imagination. They really are quite different from any other animal."

Todd reckons Winston Churchill nailed it with this famous quote, "Dogs look up to us. Cats look down on us. Pigs treat us as equals".

To celebrate her birthday, Helga is set to have a special presence in bookstores.

"Let's celebrate and remind ourselves that there is a bit of fun and happiness in life," Todd said.

Todd insists Helga won't be receiving any cakes, cards or presents. She may, however, receive a hash brown or two.

Helga usually eats food pellets, but she also has a special role on the property.

"A lot of people wonder whether she's here for bacon. She's not and never will be."

A guest recently asked for the compost bin.

"I said her name's Helga, she's down at the farm," Todd said.

"She takes care of any food scraps. Her favourite things at the moment are hash browns."

Todd has been known to spoil his animals.

"After the book came out, we built them a one-acre fenced enclosure with a three-bedroom terrace with water views to sleep in. So they've got a pretty good life," he said.

His animals give him peace.

"Every morning and afternoon, I spend anywhere from 15 minutes to an hour with them. It's my zen time. I tune out from the world and the stresses of the business and the book.

"I play with them, cuddle them, brush them, scratch them and hand-feed them. I'm just with them in their world."

Has Newcastle Permanent turned to eastern mysticism?

We couldn't help but notice the language used in the Perm's comments about its decision to shed 16 staff.

Newcastle Herald business journalist Penelope Green reported the Perm as saying it was on a "journey of transformation".

And a Perm advertisement a few years ago did include a bloke doing a yoga pose, with the slogan "Home Loan Sorted".

Only thing is, the Hindu and Buddhist mystics tend to teach impermanence.