How agriculture is presented in the media will be discussed and debated by media professionals and farm families when the Rural Press Club of Victoria
meets at the BCG Main Field Day at Berriwillock on September 9.

Over breakfast, a panel comprising Stock and Land editor Tyson Cattle, ABC TV and radio journalist Kirsten Veness, Wimmera-based advertiser Kate Magee
(Aubrey and Areegra) and Rupanyup grain grower Andrew Weidemann, will talk about how agriculture is presented in the media and how this influences
the way urban audiences perceive food producers.

The panel session, initiated by the Wimmera branch of the Rural Press Club of Victoria , will be hosted by BCG CEO Chris Sounness.

“The idea behind this undertaking is to bridge the perceived disconnect between agriculture and the media,” he said.

“Farmers often lament that the media seems to only report negative stories about their industry. The media, on the other-hand, cite a reluctance from
farmers to share their successes.

“It will be interesting to hear both sides of the story.”

Wimmera press club spokesman and ABC radio presenter Daniel Glover said the event would provide an opportunity for those in attendance to hear how the
media works and how recent changes, such as the downsizing of print media staff and the rise of electronic media, was impacting news organisations.

“It will also be a great chance for those working in the media to hear from farmers and to improve their understanding of agriculture and the issues they
face,” he said.

Along with representatives from news organisations, joining the discussion will be advertiser Kate Magee who, with business partner Karen Inkster, has
established the Wallup-based agency Aubrey and Areegra after a decade working for top Melbourne-based firms.

Ms Magee said advertising played a big part in shaping how farmers were perceived by urban audiences and commonly, advertisers relied on stereotypes.

“Aubrey and Areegra was established specifically to service the agricultural industry,” she said.

“We understand farming, because that’s our ‘other job – it’s our life.”

Farmer Andrew Weidemann, who as the ‘face of Crown Larger’ and chairman of Grain Producers Australia, has experienced how the media works first-hand, will
also join the conversation sharing his experiences from both sides of the farm gate.

“This is an important conversation to have and I am looking forward to being a part of it,” he said.

All are welcome to attend and take part in this discussion at the 2015 BCG Main Field Day at Berriwillock (Berriwillock-Springfield Road) on September
9. Breakfast will be available from 8am with the discussion to commence at 8.15am.

Entry to the Main Field Day is free for BCG members and $50 for non-members. For details visit: