The toil and tears, hopes and love for the land held by Australian farmers has been showcased in a new campaign from Case IH.
Farming families and properties that feature include the Beale family's lucerne farm at Kybong, near Gympie; dairy farmer John Loughlin, Kenilworth; as well as Gavin Bartel, Stuart Tighe, and the Adams family in the Moree district.
Third generation farmer Will Bartel, who appears alongside his dad and grandfather, said being part of the campaign was a special experience.
"I love farming and the first machine I ever got to drive was a Case IH tractor but being able to join my dad and pop in a campaign that cares about what we do, it's pretty unreal," he said.
"Working the land is hard work but it gives me a purpose and seeing the results at harvest is so satisfying because I know I'm playing an important role in feeding thousands of people while supporting local families and businesses in Moree."
Voiced by farmer and agroecology scientist Anika Molesworth, the campaign will appear on television, out of home and digital channels.
The message about the vital role farmers play, and the challenges they have to overcome, resonated with Ms Molesworth.
"Living and working in rural Australia is a true privilege, and I feel so lucky to call this place home," she said.
"There's not a day that the landscape doesn't captivate me with its vast wonder, there's not a day that I don't feel honoured to work alongside farmers who produce food and fibre for our country, and beyond.
"Each day we rise to our challenges, are grateful for our opportunities, and strive to make tomorrow the best it possibly can be."
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Case IH Australia and New Zealand general manager Pete McCann said the company stood by its customers and their communities through the good times, and the bad.
"We understand these communities, we live in these communities and we're proud to work with them for the benefit of their businesses and the wider agriculture industry - it's what we do, and what they do," Mr McCann said.
"This is a critical message for us and we wanted our customers front and centre in this campaign."