You’ve probably already seen the photo of the farmer smiling in his wheat field, arms folded, checked shirt and sun shining behind him. It’s a clichéd photo that’s been overused by far too many companies in the agricultural sector. A photo shoot gives you the opportunity to speak the truth about your values.
Images are at the heart of communication tools: brochures, websites, social networks… whatever the format, your company uses images of agriculture, farmers and agricultural equipment. However, it is still too rare to have in-house photos. The solution is to turn to image banks. The problem with this resource is that it is all-purpose and, above all, its content is (wrongly) clichéd.
A false image of agriculture
For a long time, farming has been stuck in a deep-rooted visual image: that of Jean-Michel, a Franch farmer proudly wearing his checked shirt and straw hat, ploughing the fields in the bright sunshine on an old tractor from another era. The result of a collective imagination, a vain representation of a city-dweller’s fantasy… But in real life, Jean-Michel doesn’t wear a checked shirt, he wears work overalls. This workwear is often associated with the make of his tractor or milking robot. As for Léa, his female counterpart, she doesn’t wear a checked shirt either. And no-one has ever seen Jean-Michel or Léa wearing a straw hat.
Respecting today’s codes
Today’s farmers are connected. They use decision-making tools on their smartphones and sometimes even act as agri-influencers ! Farming is just as much about this woman who is passionate about agro-ecology as it is about this man who is committed to urban agriculture. So let’s make way for more diverse imagery that is more representative of the reality of the profession! To achieve this, it is also essential to respect the codes of the target country or region and the time frame. Crops, breeds of cows and equipment used can discredit your campaign if they don’t correspond to your persona. Use a photo of a farmer sowing by hand and you’ll lose all credibility. Another risk with bank photos is that everyone uses them. So your small business could end up with the same visuals as the big factory, whose values and messages are nothing like yours.
Organising a shoot
The solution: take your own photos, shoot real life, everyday work, real farmer portraits. And if you don’t have the skills in-house, call in a photographer or an agency like ours. By promoting a more faithful and up-to-date image of the profession, you’ll be helping to attract new vocations, attract a wide range of profiles and make the sector more attractive. A major challenge for the agricultural sector. Another technical point: don’t forget to sign an image rights agreement. Rethinking the image of agriculture means showing that you are celebrating its richness and diversity, with a more authentic and inclusive image. And that’s good for your company’s image.