Careers in agriculture: Exploring metropolitan perceptions and barriers to careers in agriculture

The Australian agriculture sector stands at a critical crossroads. As demand for food and fibre continues to grow, the industry faces an urgent and systemic workforce shortage across all its subsectors. Traditionally, each industry within the sector — dairy, grains, horticulture, and others — has attempted to address this challenge independently. However, this siloed approach has created unnecessary competition for talent, exacerbating the broader workforce crisis.

This project, funded by the Department of Agriculture, Fisheries and Forestry (DAFF) as part of the Community Perceptions and Workers Experiences Program, was initiated to explore how the agriculture industry can reframe the way it presents itself to prospective workers. In particular, it aimed to better understand the perceptions of metropolitan Australians and uncover the barriers preventing them from considering careers in agriculture.