When do you give up and acknowledge you are whistling in the wind?

Sadly after 20 years of drawing attention to team members at Dairy Australia  that the organisation who  claims they  best represent agricultural careers is telling the world that all cattle are the same and are akin to  horses, I am walking away from this marketing car crash.


Well meaning it maybe, but the first rule should always be “if you are going to do it, do it well, or don’t do it at all”

Is  it any  surprise I feel I am whistling in the wind?

Its one thing to infer dairy farmers milk beef cattle*. It is  another to have people think cows are horses

No hashtags here I am gobsmacked

FYI * for non dairy farmers all the pix in the first image are of beef cattle not dairy cattle. 🤦‍♀️🤦‍♀️🤦‍♀️🤦‍♀️🤦‍♀️

It’s time to stop working in silos and partner with others trying their best to get outcomes for agriculture

Industry needs to acknowledge they are a big part of the problem. They should have these resources readily available for any organisation who wants to showcase careers in their industry.

This was reinforced by a recent grant project I was involved in where we had  the opportunity to add agricultural careers to the Become App offering.

We had focus groups with each industry involved to identify those careers and identified 130.

We used ChatGPT to write the descriptions ( it did a very impressive job of it too ) and it was a nightmare trying to get industry to supply pix ( sans Austral who were very quick off the mark)

Speaking of Austral how impressive is this 





Author: Lynne Strong

I am a 6th generation farmer who loves surrounding myself with optimistic, courageous people who believe in inclusion, diversity and equality and embrace the power of collaboration. I am the founder of Picture You in Agriculture. Our team design and deliver programs that inspire pride in Australian agriculture and support young people to thrive in business and life

4 thoughts on “When do you give up and acknowledge you are whistling in the wind?”

  1. Have to move to buffalo and make your own mozzarella. Do farm stays and farm tours – cheese making, buffalo milking – you get a labour source that pays you. The only downside is converting the paddocks to rice paddies.
    Hope all goes well for the future Lynne

  2. Stock photos, sadly used by some one with expertise in marketing, not dairy. Those first cattle (charolais?) look as though they are in Europe somewhere. So not only do we have the insult of beef cattle – they aren’t even Australia! As for the other beefies and the horse, well, words fail me here too. Surely someone in the know should be running their eyes over this stuff to check it?

Comments are closed.

%d bloggers like this: