The potato industry stands as one of New Zealand’s key agricultural sectors, contributing significantly to the country’s economy and food sector. Valued for their versatility, potatoes are a staple in the Kiwi diet, with New Zealand producing over half a million tonnes annually. However, the industry faces significant challenges, including an aging workforce and a need for fresh talent and innovative ideas to ensure sustainability and growth.
Challenges Facing the Industry
As seasoned farmers approach retirement, there is a pressing need to attract younger individuals into horticulture. Many young people are unaware of the opportunities available in agriculture, often perceiving it as less appealing compared to urban careers. This misconception can hinder the influx of fresh talent essential for the industry’s evolution.
Moreover, the potato industry, like many agricultural sectors, must adapt to changing consumer preferences and environmental pressures. There’s an increasing demand for sustainable practices and innovative solutions that can improve yield while minimizing ecological impact. To meet these challenges, the involvement of young, creative minds is crucial.
Here are some key strategies outlining how Potatoes New Zealand will engage with youth to attract the next generation into the industry:
Promote Modern Technology and Innovation
Agriculture, including potato farming, is often seen by young people as a traditional, physically demanding job with limited opportunities for creativity and innovation. This perception needs to change. The introduction of smart farming technologies like drones, automated tractors, precision agriculture, and data-driven decision-making tools has revolutionised the industry. Highlighting these technologies can make the industry more appealing to a younger, tech-savvy generation.
Create Clear Career Pathways
It is crucial to present clear and compelling career pathways in the sector. Many young Kiwis might not realise the diverse opportunities within the potato sector, which extend far beyond farming alone. There are roles in marketing, logistics, agronomy, research and development, food science, and export management, to name a few.
The potato industry has a complex value chain that allows for lots of different roles and opportunities.
Emphasise Sustainability and Environmental Stewardship
Young people today are more conscious than ever about environmental sustainability, and the potato industry has a great opportunity to connect with these values. Potatoes are a sustainable crop, and are highly water efficient. However, there is room to improve practices related to soil health, fertiliser use, and energy consumption, and the youth will drive the future direction. Regeneration projects are being actively worked on by processors and growers alike.
Engage Through Social Media and Digital Platforms
To connect with the youth of today, the potato industry needs to meet them where they are—online. Social media platforms offer an excellent way to showcase the dynamic and innovative side of potato farming. By using these platforms to share real stories of young farmers, showcase new technologies, and highlight the global importance of agriculture, the industry can capture the imagination of digital native generations.
Involve Schools and Educational Programs
Introducing agricultural concepts, focused on the potato industry, in schools and universities is a step toward inspiring interest among young New Zealanders. Programs such as field trips to potato farms, school garden and cooking projects, and potato farming competitions can ignite curiosity and interest early on. Collaborating with agricultural education programs and offering scholarships can also create more opportunities for students.
Community and connection
Creating local networks for young growers and farmers can help foster a sense of belonging. Events like farm tours, workshops, and social gatherings can provide spaces for knowledge sharing and collaboration. Potato New Zealand is working on a project to ensure our young industry people have these opportunities.
As New Zealand’s potato industry continues to grow and evolve, ensuring the next generation is ready to carry it forward is vital. By promoting the various aspects of the industry, offering clear career pathways, and engaging youth, the industry can attract a dynamic workforce. With the right support, New Zealand’s youth can drive the industry’s future innovation and success.
Kate Trufitt’s article in NZ Grower November 2024