OPINION: British agriculture should promote innovation, not nostalgia

Machinery editor Toby Whatley discusses why outdated imagery still dominates agricultural advertising despite the industry’s modern, technology-led reality

Toby Whatley
Head of Machinery and Farm Technology
clock • 1 min read
OPINION: British agriculture should promote innovation, not nostalgia

I have seen three different adverts in the last week from food producers and supermarkets. All of them diligently focus on their respective brand's commitment to British agriculture, and include bucolic...

To continue reading...

Already a member? Login for full access.

Login

New to Farmers Guardian? Register for 1 free article per week or become a member for unlimited access to essential farming news and insights.

article-img-580x358
Register for free Join Now

 

More on Machinery

Pottinger launches a mounted twin-rotor rake with pivoting headstock
Machinery

Pottinger launches a mounted twin-rotor rake with pivoting headstock

Pottinger has introduced the Top V 6520 C, a compact twin-rotor rake designed to improve manoeuvrability and forage quality.

Toby Whatley
Toby Whatley
clock 10 August 2026 • 1 min read
Kverneland expands forage line-up with fixed and variable chamber balers
Machinery

Kverneland expands forage line-up with fixed and variable chamber balers

New fixed and variable chamber balers join Kverneland's expanding grassland machinery portfolio

Toby Whatley
Toby Whatley
clock 08 August 2026 • 1 min read
On Test: The Pottinger Terradisc 5001T short disc harrow – great for flexibility but does it perform?
Machinery

On Test: The Pottinger Terradisc 5001T short disc harrow – great for flexibility but does it perform?

Pottinger's entry in the competitive disc cultivator market aims to offer a wider range of adjustment for condition flexibility, plus the ability to establish some crops

Toby Whatley
Toby Whatley
clock 07 August 2026 • 5 min read