AGRICULTURAL leaders say the image most associated with farming is letting the industry down.
In recent decades, the demographics of people involved in the agricultural industry has changed, with both more women involved and more recognition of the role women have traditionally played in farming systems.
There is also an increase in the high levels skills used by farmers, with technology in use for many jobs, including seeding, harvesting, spraying, animal husbandry and much more.
But is this view of the "techno-whizz" farmer the one being shared?
National Farmers' Federation president Fiona Simson says it is time for an update of the stock images used.
"The image of agriculture today is vibrant, it's inclusive and it's sexy," she said.
"I'd like to see them capture that with the current generation of farmers and the exciting things they are doing on their farms."
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