Beyond the Tractor: Why Young People Aren’t Seeing the Full Picture of Ag Careers
Over the past year, I have been out meeting the next generation of agricultural talent.
From college and university careers fairs to industry events like Cereals, I have had countless conversations with young people, keen to be part of the sector. Whether they come from farming families, or just a general interest to get into the industry.
While their enthusiasm is great, I have noticed a worrying trend. The careers they talk about are almost always the same handful of pathways: farm managers, contractors and maybe the odd shepherdess.
It is not that these aren’t great careers, they are, but agriculture today is far more diverse than many realise!
Why is this narrow view of agriculture a problem?
This lack of awareness is not down to a lack of interest, effort from young people or from their teachers. It is more that the modern agricultural landscape has evolved so quickly that many career conversations have not caught up yet. There is such a broad range of careers that they could not begin to cover them all.
I have spoken to bright, tech-savvy individuals who had no idea there are roles in drone mapping, soil microbiology, sustainability consultancy, global trade, or agri-finance.
This lack of awareness isn’t their fault, It believe it could stem from:
Curriculum focus: Many educational programs introduce farming basics first, with the broader agri-food system less visible.
Public perception: Media often highlights traditional farming, with less attention on innovation and business.
Recruitment focus: Some employers still concentrate on traditional agricultural backgrounds, which can limit outreach to diverse talent pools.
There is so much opportunity
Agriculture today is one of the most varied, technology-driven, and globally connected sectors with a range of exciting career paths.
Roles go far beyond the farm gate. Examples include:
Food Systems & Supply Chain - International logistics & quality assurance
Research and Data Science – AI driven yield modelling & crop genetics
Business & Marketing - Agri-finance, export trade & consumer branding
These are not niche side-lines, they are core to the future of farming and food production.
The cost of limited awareness and what needs to change
If young people only see a narrow set of agricultural careers, the whole sector loses out. There could become skill shortages in critical innovation areas, a slower adoption of sustainable practices (and a lack of understanding), and also missed opportunities from fresh thinking.
I believe the industry needs to take responsibility for widening the picture by:
Showcasing the breadth of careers at every careers fair, school visit, and ag show.
Partnering with educators to embed real-world, modern agriculture into lesson planning.
Highlighting non-traditional roles in recruitment campaigns, breaking the “just farming” stereotype.
The next time we talk to a young person about agriculture, let’s make sure we give them more than the usual list.
Let’s tell them about the coders designing crop-monitoring software, the sustainability analysts reducing carbon footprints, and the marketing managers building a global brand for British produce.
Because the future of farming depends on more than just those who work the land, it depends on every skill set working together.
I am always available to chat about what Agricultural roles I have access to here at MorePeople. Click below to get in touch.
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