Today's generation must embrace positive solutions. As an industry we must cash in on the greater interest in the environment, in the desire to buy and enjoy local food. We have a great story to share with our potential workers - and that's just the start. The trick is to put the sector in front of educators and entrants in a way which creates desire and interest in a manner not seen before.

New Zealand has an agricultural skills shortage as acute as the UK. They are desperate for young dynamic staff across all sectors. In the last 10 years the number of young people entering the sector has fallen by 40% creating an industry wide shortage.

Their two main sectors, Dairy and Meat & Wool, each came up with plans to focus on their specialist areas and provide a package to schools and young people offering a wide range of experiences in three areas with which entrants identified - Hands on, Business and Science.

Whatever job the Kiwis thought of, they could place it in at least one of the categories, maybe two and possibly three. To the youngster looking at the career opportunities available, they found themselves recognising their own strengths and ambitions through the categories.

A whole programme was developed to sell the sector through open days and career events, spiced with clear messages to the education sector as well as parents. And it's working. More people are taking agricultural university courses, more people are seeking training and more are looking for job opportunities in farming.

Tapping into individuals' personal ambitions and aspirations has been the key to the Kiwi success. With the Year of Food and Farming taking place in 2007 through 2008 the UK sector should grab the opportunity to sell itself to new recruits - whether via a Fresh Start academy, Occupational Competency Framework or the soon-to-be-launched 14-19 Diploma. There is a role for Landex, the land-based colleges' organisation, the levy boards, FACE or trade associations.

Finally we need to link with the modern media through web-based job sites such as ajobin.com, acareerin.com, or morepeople.co.uk among others.

All have to be brought together in a co-ordinated approach otherwise the opportunity may be lost for ever. Entrants will be attracted by an industry that is comfortable in its professionalism, concerned about career paths and is prepared to reward excellence. Modern farming and the related sectors that go to make up an integrated food chain and rural economy need the best people. Let's start attracting them today.

Back to Fresh Start and Share to Farm: creating opportunities from change