Male farmers should let their female family members be more involved in the business, particularly when it comes to selling their produce, as the buying public is predominantly female.
Australian farmer Randall Wilksch, who described himself as a ‘boring white man’, pointed out to his audience at the Sentry Farming Conference that most of them were the same.
Mr Wilksch said: “We have done a terrible job of telling our story and women do not trust boring old white guys telling them their food is safe.
"Women do most of the family’s food buying and those from farming families could do a much better job of telling the industry’s story to them.”
He pointed out that many family farms are already dependent on the female members.
“The survival of many family farms would be threatened if wives did not work off farm,” he added.