Promoting agricultural careers on the Tour de France

FNSEA: "My nature, my future, agriculture!

The facts speak for themselves: half of the farmers currently working will be retiring within the next 10 years. Demographic renewal in agriculture is therefore a key and immediate challenge for both the industry and society. Not to mention the labor shortage faced by a third of farmers, who are struggling to find new employees. This is an emergency because life and nature cannot wait!

We have a collective public responsibility: to perpetuate agriculture that gives pride and strength to our country, a key card for France's food and energy sovereignty.


At the FNSEA, our ambition is to make the agricultural professions more visible and attractive to recruit new generations of farmers and encourage new people to join the agricultural workforce. To let as many people as possible know that agriculture provides meaningful jobs with a future and a fantastic diversity, and that they are accessible to all levels of qualification: that's our mission within the framework of this partnership with the Tour de France.

To do so, we are launching a one-year national campaign to promote agricultural careers under the slogan "My nature, my future, agriculture".

We have chosen to launch the campaign during this summer's major sporting event, which is also the most striking tribute to the beauty of our landscapes and territories: the Tour de France. By associating ourselves with the great caravan that leads the way to the race, we are ensuring massive media visibility: no less than 10 million people are expected to watch the race on the roadside, 3.8 million television viewers behind their screens every day, 12 million visits on the Tour de France app, with more than 10% of the public aged between 15 and 24.

This is a unique and unprecedented opportunity for the agricultural sector to reach out to a broader population, to showcase the love of the job that drives farmers and their employees, and to dust off the image of careers that reconcile interaction with nature and the living world with cutting-edge technology and local jobs in the very heart of the territories. We will be able to surprise people, encourage their curiosity, and take advantage of the many opportunities for dialogue and debate, to attract a wide audience and explain our many professions, training courses, and access routes.

"In the context of health and international crisis, which reminds us of the urgent need to maintain diversified, healthy, and abundant food production in France, making the agricultural professions attractive is a priority. This is an opportunity to remind everyone that French agriculture places people at the heart of its values: a farm is first and foremost rich in its women and men who, regardless of their profile, their specialty, or their career path, contribute every day to making France a model in terms of food, landscapes, and adaptation to climate change," Christiane Lambert, President of the FNSEA

[By relying on a popular and unifying event, carrying values common to ours that is @LeTour, the FNSEA strikes a blow to showcase our careers and launches the campaign "My Nature, My Future, The #Agriculture!" Jérôme VOLLE, #AgricultureMonFutur 

- The FNSEA (@FNSEA) June 28, 2022]


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