As farmers, we have been storytellers since the beginning of time.

Knowledge has been passed from generation to generation.

From the sides of the sheep pen at an A&P Show to the bar leaner at the local pub, farmers have shared the stories of farming through the good times and the bad.

Those of us who grew up on farms can recite stories passed down from our parents and grandparents about how the land was developed and how our primary industry advanced.

But our storytelling has evolved as technology has progressed.

Through digital media, we now have the ability to share our story with the world at a time when there is a growing disconnect between consumers and growers.

Whether that disconnect is just that, a disconnect or the famed urban-rural divide that may or may not exist, telling our farming story has benefits beyond simply bridging that disconnect or changing urban dwellers' perceptions of primary industry.

It is a powerful tool for highlighting career pathways for the next generation of farmers and growers.

It is a way to connect consumers with food producers, putting provenance at the forefront and potentially increasing sales of New Zealand food and fibre products.

Digital media provides an opportunity for farmer-to-farmer storytelling, which can educate, share ideas, and grow networks.

Telling our story can also be a way to advocate for amendments to regulatory policy and effect change.

There are multiple mediums available to tell that story, the most obvious being social media.

The internet has the potential to break geographical barriers and connect farmers with audiences like never before.

When used carefully and wisely, Instagram, Facebook, YouTube and TikTok are effective visual channels that farmers have at their disposal.

Social media pages like Chloe Payne's Cows of New Zealand reach hundreds of thousands of viewers in the urban and rural sectors daily, showcasing positive farming practices.

Facebook pages like NZ Farming and groups like NZ Farming Mums create online agricultural communities for those in the primary industry.

While social media is effective, it isn't the only way we can tell our farming story.

Initiatives like Open Farms and Farmer Time educate the urban demographic by seeing first-hand from farmers what goes on behind the farm gate.

Competitions like the FMG Young Farmer of the Year, Ballance Farm Environment Awards, and the Dairy Industry Awards showcase best farming practices and the skill, knowledge, and dedication required for modern, sustainable farming.

A&P Shows are invaluable for 'bringing the country to town', providing a one-stop shop for showcasing all things agriculture and bringing the community together.

Agritourism also has its place in storytelling, with farm stays immersing guests in farming life.

No matter who we tell our farming story to, how we do it, and why, the most important thing is to be brave enough to tell it.

by Claire Inkson