Farmers harness social media to promote, connect and advocate

Farmers harness social media to promote, connect and advocate


Social media is a tool that remains underutilised in agriculture.

Co-founder of Gippsland Jersey Sallie Jones.

Co-founder of Gippsland Jersey Sallie Jones.

Social media is a powerful tool farmers can use to grow their businesses, connect with urban consumers, advocate for agriculture, and foster online communities.

Yet it remains underutilised in agriculture.

To empower farmers to harness social media, the WestVic Dairy Young Dairy Network has lined up two panel discussions with farmers who have mastered the platforms and want to share what they've learnt from years of trial and error.

"Each of our six amazing panellists has a unique approach to social media and years of experience to back them up," WestVic Dairy's Young Dairy Network coordinator, Heather Smillie said.

"Regardless of what you want to achieve, you will learn practical tips and effective strategies from our panellists."

Former UDV president and South Purrumbete farmer Adam Jenkins, has reached national audiences with his funny, light-hearted farm videos advocating for agriculture.

"If we want to change the public conversation around agriculture, farmers need to proactively use social media to give urban consumers a window into daily life on Australian farms," he said.

"I'm passionate about using social media to tell positive stories, demonstrate the care and compassion we show our animals, and counteract the lies perpetrated by those who want to shut down animal agriculture.

"I want to inspire more farmers to do the same."

Former UDV president and South Purrumbete farmer Adam Jenkins.

Former UDV president and South Purrumbete farmer Adam Jenkins.

Co-founder of Gippsland Jersey Sallie Jones, said she owed the success of her business to the community of customers and supporters she had built through social media.

"We have always put people front and centre in our business and our social media strategy - our farmers, our customers, ourselves," she said.

"There's no way we could have built the connection with our customers and community without the power of social media.

"Through every challenge, we have always been able to speak directly to our customers, gather their support and continue to grow our business.

"Beyond just marketing our products, we've also got this amazing platform to talk about what's important to us - a fair price for farmers, mental health and kindness in everything we do."

These events have been made possible through funding from the Gardiner Dairy Foundation.

Registration for the webinars is essential.

Contact Heather Smillie on 0412 426 372 or head to the upcoming events calendar on the WestVic Dairy website to register.

Social Media Panel Discussion: Farmers and Dairy Communities | Thursday, August 6, 7.30-8.30pm

  • Adam Jenkins, farmer and rural advocate.
  • Dianne Bowles, dairy farmer and co-founder of 'Show Some #dairylove' Facebook group.
  • Peter Vallance, Mallee cattle and cropping farmer with an international following on TikTok.

Register at

Social Media Panel Discussion: Dairy Businesses | Thursday, August 13, 7.30-8.30pm

  • Sallie Jones, co-founder of Gippsland Jersey
  • Declan Patten, founder of Lightning Ridge Genetics
  • Jayne Newgreen, co-founder of Provenir

Register at


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