I've been bingeing Farmer Wants A Wife π
Can you blame me? This show has been WILDLY successful in helping people find love and Iβm a sucker for reality TV.
Farmer Wants a Wife has been adapted to 35 countries and boasts 180 marriages that have led to over 400 children.
If you donβt know the premise, the show matches male farmers with potential life partners.
In the process, consumers get a glimpse at modern day farm life and some new role models to look up to.
Why does this matter?
We know that people are more likely to enter a profession if they have a role model that looks like them.
When it comes to mass media communications, we have to be mindful of the role models we present and the public narrative we weave.
This can have implications for generations to come.
So while I enjoy Farmer Wants A Wife, I find myself wanting more.
β The show follows a very traditional worldview. The man is the farmer and typically portrayed as rugged and masculine. He seeks a wife. While there is some age diversity, there are no female farmers, LGBTQIA+ farmers, or farmers with disabilities being matched with a mate of any gender or identity. Most of the farmers are also white.
β The show doesn't talk about the impact of different farming styles and why that choice matters.
β Little is mentioned about the importance of this profession in society and how farmers are valuable assets to communities and countries, feeding the people and stewarding the land.
Over the last year, I've been stealthy developing Top 50 Farmers with Cindie Christiansen.
Top 50 Farmers is accelerating the regenerative movement by spotlighting the next generation of European farmers who are growing for people and the planet.
Farmers that represent diversity in background, education, gender, and ethnicity, who apply innovative business models and technologies adapted to their local region, and who serve as role models of what's possible.
Why is this needed?
In Europe, less than 12% of farmers are under the age of 40.
We need more young people entering this profession.
We also need to change how we farm at scale to truly serve people and the planet.
One of the best ways to do this is by uplifting diverse role models who inspire others.
So while I love watching Farmer Wants A Wife, I find myself yearning for stories that go beyond the stereotype.
I want to see a female farmer.
I want to see farmers working on the front lines of climate innovation who are applying different technologies, exploring innovative financing methods, challenging the norms, and practicing regeneration.
The success of Farmer Wants A Wife globally proves there is a market for farmers' stories.
So why arenβt we using this opportunity to craft narratives of innovation and positive change that will inspire generations to come?
PS: Top 50 Farmers is currently fundraising. If you know of a foundation, private individual, or family office supporting non-profit projects related to regenerative agriculture or the regenerative economy, please make an intro.
PPS: The latest episode of Future Food is with Philippe Birker who sits on the Board of Top 50 Farmers. Philippe is the Founder of Climate Farmers, which is scaling regen ag in Europe by supporting farmers with transition knowledge and financing. Listen here: