New Zealand's longest-running agricultural contest is set to undergo a makeover.
The FMG Young Farmer of the Year, which has been running since 1969, announced a new strategy to maintain relevance and attract more women to enter.
“We need to start adapting some of this really cool stuff out there,” said board member Cole Groves.
Awards for the highest-scoring competitor in each of the five challenges will be replaced with new awards assessing contestants' skills and knowledge across innovation, food, people, environment and technology.
The contest will also be used to better tell New Zealand's paddock to plate food story.
Social media will be used to capture how the young farmers work on farm to produce their products, likely to be shared through snappy 3-5 minute videos.
“There haven’t been real significant changes to the contest since I’ve been around, and I’ve been involved for about 15 years,” he told RadioLIVE.
The changes will start rolling out at regional finals across New Zealand early next year.
Watch the full interview with Cole Groves above.