INSTAGRAM is allowing farmers to share their paddock to plate story to a broader Australian audience.
The social media platform allows users to post photo updates to their followers, and use hashtags to reach a particular audience.
At the Birchip Cropping Group (BCG) Future Farmers Expo last week, three young people presented on the innovative approaches to incorporate the next generation into agriculture, and all three credited some of their success to Instagram.
Kirby Kaye started Settler & Sons in 2016, a business that runs long table gatherings, workshops and private functions that are incorporated into Australian farming life.
The mixed-farmer from Nowhere Creek said she started the business after gaining a decent following on Instagram.
“I started our Instagram page just to share photos of what we were doing on the farm, whether that be what we were doing in the garden, or what the kids were up to that day,” Ms Kaye said.
“I was just sharing our story, and people seemed to really love knowing what was happening on a day-to-day basis on a real farm, in a real farming family.”
She said a lot of the interest came from city people who were unfamiliar with agriculture.
“I think farming is such a foreign concept to a lot of people; everyone’s a consumer of food, and so few people realise where it comes from, but there’s definitely growing interest in knowing the paddock to plate story,” she said.
“One of the main things I’ve learned through using Instagram to build a business over the last 12 months is that something you might think is really mundane, and just a part of your everyday life, is often really, really interesting to other people.”
And she said Instagram is a perfect platform to share this.
“Just take photos, and write a little caption about it, and people will just eat it up,” she said.
“Don’t ever be afraid to share your story, because there’s always something about your story that is unique to you.”
Karen Inkster co-founded Aubrey + Areegra, a regional advertising business based in Warracknabeal, and said having lived on a farm and also in the city, she can see exactly why farming related content is so popular on Instagram.
“I have so many friends in the city who have absolutely no idea [what it’s like to live on a farm], when I decided to move back to a farm, they thought I was going to a McLeod’s Daughters homestead, or something like that,” Ms Inkster said.
“But they’re all really fascinated with farming life, and are constantly wanting to be updated on what’s going on.
“I feel like as farmers, it’s actually our responsibility to share our story, to get that message out to the general public.”
Matt Cain works with his siblings Alicia and Pete, who founded Dad’s Oats, where they sell oats grown on their family property, straight from paddock to plate.
Mr Cain said Instagram helped grow their business, even though he was never very savvy with it.
“It’s all thanks to my sister, she’s got a creative flair, but people really wanted to know more about their food and where it comes from, and I think being able to show that has been a really big part of our journey,” Mr Cain said.
“It’s all about the connection you have with your customer and what questions they have about the food they’re eating, and I think some people kind of forget that.
“People want to buy more than just a generic packet off the shelf, they want to know more about what they’re eating, and Instagram has played a really big role in educating our audience of this.”
Their advice to people who might be overwhelmed by the social media platform?
“Just give it a go,” Ms Kaye said.
“Put yourself out there and be genuine with what you’re posting, people love the story, so just share it.”
