Agriculture is on the cusp of a revolution, with renewed enthusiasm fueling a transformation.
Precision ag, increased production capabilities, and water-saving innovations are all reflective of an industry brimming with opportunity.
And now one of Australia’s rural heartlands is calling forth an agricultural army - a vibrant, skilled workforce to lead into the new age.
‘Join the Ag Revolution’ is an initiative of Gwydir Valley Irrigators Association (GVIA), created to showcase and promote rural industries, and the passionate people behind them.
GVIA executive officer, Zara Lowien, said the campaign, which launched this week via Facebook, would target social media platforms with a targeted audience of young graduates, as well as careers days and targeted mailouts at universities and schools.
“This starts locally with UNE this month and we are hoping to also bring in peak industry body campaign supporters to spread the word beyond our region,” Ms Lowien said.
“Australian agriculture has a lot to celebrate – we are a world leader in terms of production, sustainability and quality, and the innovation in the industry is mind blowing.”
She said she believed much of the advancement in the industry was thanks to the ‘can do’ attitude the industry enjoys.
“If there’s one thing rural Australia does well, it’s take initiative – we’ve developed infrastructure, designed new tools and equipment, created export markets and spearheaded water saving innovations, all thanks to our visionary Australian rural community,” Ms Lowien said.
“We want to spread these great messages, while also giving all our industry bodies, and individuals, a platform for a strong, united voice.”
With the project also aimed at tapping into skilled youth, Ms Lowien said she hoped it would encourage job seekers to consider rural careers not traditionally associated with agriculture.
“Agriculture is now so diverse and technologically advanced that career options are endless, from robotic engineers to drone analytics, the job opportunities are changing and we need to get that message out.”
In Moree alone, she said the local irrigation industry had evolved to include lucrative industries such as horticulture and olives.
“Here in the Gwydir we produce 32 percent of NSW cotton crop with nearly 80 percent of it irrigated,” Mrs Lowien said.
“We also have the largest pecan orchard producing 90 percent of Australia's pecans and a growing citrus industry.”
“We want ‘Join the Ag Revolution’ to promote the positive future of agriculture, its value to people in regional communities and our commitment to a sustainable environment across Australia.”
The campaign will also feature a number of engaging video releases, created by renowned film production team, Rabbit Hop Films.
The testimonials revolve around local employees, empowered and excited by the future of ag.
Sascha Estens, director of Rabbit Hop Films, said there was a genuine enthusiasm in the rural sector that made compelling content.
“This campaign is also about selling a lifestyle, and with themes based around ‘think outside the city’, we want to celebrate all the fantastic aspects of rural life and grow our communities.”
“Ours is a unique lifestyle and one I think young people are excited to embrace, particularly if they know there are worthwhile career opportunities for them.”
Supported by the NSW Government, GVIA’s Lou Gall said the organisation hoped ‘Join the Ag Revolution’ would become a platform, not only for the Moree region, but the whole of rural and regional Australia.
“Australian agribusinesses is looking for people with new ideas and skills to help revolutionise the industry – this initiative was created to form a collective community of people that are proud to be a part of Australian agriculture.”
She said she was thrilled to be promoting rural Australia, from the coal face, via this high-quality campaign designed entirely by local talent.
“We have the most amazing talent out here in the far corners of the bush, and with so many exciting opportunities on the horizon, we couldn’t be more proud - and it’s time to spread the word.”