Campaign connects consumers with the people who grow their food by letting Australians ask questions about farming
BASF Agricultural Solutions Australia has launched Ask a Farmer, a new national initiative designed to bring Australians closer to the farmers who grow their food. Fronted by meteorologist and broadcaster Jane Bunn, the social media video series hits the city streets, to give everyday Australians the chance to ask the questions they’ve always wanted to know about farming.
The series explores a mix of curious, fun and sometimes controversial topics – from crop sustainability and food waste to on-farm technology, floods and drought and life in regional communities.
By breaking down barriers between city and country, the campaign is designed to spark honest conversations and showcase the diversity, dedication and heart of Australian agriculture. From vineyards to crop fields and vegetable farms, Ask a Farmer highlights the people, families, and communities working hard every day to provide fresh, sustainable food for all Australians.
“Consumers have questions, and that’s a good thing,” said Jane Bunn. “When it comes to farming, the best insights come from those who grow our food, so why not ask a farmer directly?
“I was drawn to this project because weather and farming are so closely connected – it’s something I see every day in my work. Farmers make decisions based on the conditions we forecast, and those decisions affect the food on our tables. Being part of Ask a Farmer is a chance to help bridge the gap between the city and the country, and to share the incredible stories and lives behind the food we all rely on,” said Bunn.
Parvana Wali, head of agricultural solutions at BASF Australia and New Zealand, said the campaign puts farmers front and centre.
“At BASF, we often talk about helping farmers do the biggest job on Earth, and Ask a Farmer brings that to life in a very real way,” said Parvana. “It’s about showing who we are here for – the farmers who grow our food, care for the land, and face real challenges every day.”
Among the farmers featured is Richard Hawkes, a sixth-generation vegetable grower on Victoria’s Mornington Peninsula.
“We love bringing visitors onto the farm, letting kids pick corn, or trying our potatoes fresh from the chip van. Seeing their enjoyment makes all the hard work worthwhile,” said Hawkes.
“Farming is hands-on and complex, and campaigns like this help people understand the skill, care, and effort that goes into growing the food on their plates.”
