Schumacher, as you've never seen him

I've often bemoaned the failure of our farming industry to promote itself properly.

Other countries have long since grasped what we seemingly still fail to - that celebrity sells. The Americans have even used David Beckham in a milk promotion drive.

News now reaches me that the Swiss have signed up a load of celebs for their latest agricultural campaign - among them Formula 1 star Michael Schumacher, who's retired there to run a horse stud farm.

Also involved is tv personality Michelle Hunziker. The campiagn uses the line "Swiss Farmers Welcome You" and I'm sure a few of Field Day's male readers would be quite partial to a warm welcome from Michelle.

The stars are pictured wearing the traditional rural garb of an Edelweiss shirt (is it just me or do you always feel like singing that word when you read it?)

Frankly, I'm stick to a check shirt, jeans and a Barbour any day!