The series explores a mix of curious, fun and sometimes controversial topics – from crop sustainability and food waste to on-farm technology, floods and drought and life in regional communities.
By breaking down barriers between city and country, the campaign sparks honest conversations and showcases the diversity, dedication and heart of Australian agriculture.
From vineyards to crop fields and vegetable farms, Ask a Farmer highlights the people, families, and communities working hard every day to provide fresh, sustainable food for all Australians.
“Consumers have questions, and that’s a good thing,” Jane says.
“When it comes to farming, the best insights come from those who grow our food, so why not ask a farmer directly?” she says.
“I was drawn to this project because weather and farming are so closely connected – it’s something I see every day in my work.
“Farmers make decisions based on the conditions we forecast, and those decisions affect the food on our tables.
“Being part of Ask a Farmer is a chance to help bridge the gap between the city and the country, and to share the incredible stories and lives behind the food we all rely on,” she adds.
BASF Australia and New Zealand head of agricultural solutions Parvana Wali, says the campaign puts farmers front and centre.
“At BASF, we often talk about helping farmers do the biggest job on earth, and Ask a Farmer brings that to life in a very real way,” Parvana says.
“It’s about showing who we are here for – the farmers who grow our food, care for the land, and face real challenges every day,” she says.
Among the farmers featured is Richard Hawkes, a sixth-generation vegetable grower on Victoria’s Mornington Peninsula.
“We love bringing visitors onto the farm, letting kids pick corn, or trying our potatoes fresh from the chip van,” Richard says.
“Seeing their enjoyment makes all the hard work worthwhile,” he adds.
“Farming is hands-on and complex, and campaigns such as this help people understand the skill, care, and effort which goes into growing the food on their plates.”
The campaign also showcases sustainability and innovation in practice, featuring Andrew Hickinbotham, who runs a vineyard, winery, brewery, and distillery in Dromana, in Victoria.
“Sustainability is central to everything we do,” Andrew says.
“We feed grape stalks to our sheep, compost the finished product, and return it to the vineyard to strengthen the soil,” he says.
“Campaigns such as Ask a Farmer help city and country communities connect.
“Understanding where food comes from is essential to addressing challenges like climate change and food security.”
Ask a Farmer is more than a storytelling series – it’s an invitation for Australians to engage with the people behind their food, learn about the challenges farmers face, and appreciate the care they take for the land.
New topics will be released each week across BASF Agricultural Solutions Australia’s social media channels.
To see farmers answer the questions Australians have always wanted to ask, go to https://crop-solutions.basf.com.au/ask-a-farmer or follow @BASF Agricultural Solutions on LinkedIn and @BASF Agricultural Solutions on Facebook.
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