Great new campaign to give Aussies the inside scoop in how innovative Australian agriculture is


If you knew that Australian farming is held up worldwide for its innovation, you are one of the few Australians who do. Research commissioned by the National Farmers’ Federation has found only 18% of Australians agree the sector is focused on innovation and improvement – revealing a shocking lack of awareness of modern farming.

Australian farmers are known across the globe for growing some of the world’s best food and fibre, but what is not so well known is how much science, research, technology, and innovation goes on behind the farmgate.

There are apps, satellites and sensor technology, Bluetooth scanning and robotics. Farmers also create traceable supply chains, contribute to the climate change solution, and produce high quality food and fibre for us to eat, wear and use.

A new campaign “The Backstory” will take Australians into the paddocks, glasshouses and shearing sheds on Aussie farms to show them just how innovative our farmers are. 

Aussie farmers are driven to grow better products in smarter, more sustainable ways. Whether it is using satellites to monitor plant growth or converting waste to renewable energy to lower emissions. The incredible produce is the result of generations of innovation – not just on farms, but in universities and research institutions across Australia.

National Farmers’ Federation President Fiona Simson says when people think about farming, they picture a farmer in a paddock, but The Backstory shows there is so much more to modern farming than that.

“There is a backstory behind every apple we eat, every sandwich we make and every coffee we drink of farmers embracing technology and research to create tastier food, better fibre, more efficient practices, safer workplaces and more sustainable farms,” she says.

The Backstory is a series of videos hosted by Rachel McCann, who swaps pavement for paddocks to visit three different farms across Australia. The series is designed to give a backstage pass so Aussies can discover the innovation behind some of Australia’s farm-grown favourites.

Here is a little taste of the series for you with the first episode.

The Back Story | Avington Merino 

Watch all the episodes at this link. 

Sources:; National Farmers Federation Media Release – ‘New campaign reveals The Backstory behind innovation in agriculture,’ 9/11/22.  

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