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If that wasn’t bang on the money, chances are it was pretty similar – and agricultural leaders are tired of the outdated stereotype misrepresenting the industry.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