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Farmer stereotype used in advertising is an outdated throwback | Stock Journal

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PICTURE the last time you saw a farmer in an advertisement.

Was it an older man weathered from a life on the land, with dirt stained jeans and a faded broad-brim hat, driving a tractor or squatting on the ground?

If that wasn’t bang on the money, chances are it was pretty similar – and agricultural leaders are tired of the outdated stereotype misrepresenting the industry.

Nutrien managing director Rob Clayton said there was a certain image that gets trodden out around Australia when advertisers and media outlets.

“It’s mostly a wrinkly old farmer with a pair of overalls, a beaten up hat, a piece of straw in their mouth, clutching a pitch fork, a kelpie chasing the sheep,” Mr Clayton said.

“Usually a man, it’s hardly ever a woman, and they’re…



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