Young agro-influencers are revolutionizing the way we communicate about agriculture, bringing life in the fields to major social media platforms and challenging outdated stereotypes. With hundreds of passionate voices now established online, these young agricultural entrepreneurs are reshaping the image of farming, presenting it as dynamic, tech-savvy, and deeply rewarding work.
At EIMA International, the agro-influencers showcased their work with an authentic, engaging style, revealing the dedication, commitment, and love they have for cultivating the land and raising livestock. With tractors, combines, and even stables featured in their posts, these influencers provide a genuine glimpse into daily life in agriculture. But beyond the visuals, they convey the dedication that keeps them committed to the land, promoting a new understanding of farming.
As Enrico Calentini, president of Agia-Cia (the young farmers’ association), explains, these influencers are breaking stereotypes, especially around gender roles in agriculture. Many women are leading the charge, showing that farming is for everyone, and some are even revitalizing rural, depopulated areas in the Apennines by sharing their local heritage and community news online.
Invited to share their experiences at EIMA International, the influencers explained how social media gave them the chance to make agriculture relatable and inspiring. Matteo Pagliarani, a farmer from Mercato Saraceno, believes these platforms allow essential agricultural topics to reach new audiences with lasting impact.
Luca Bianchi, a young beekeeper from Fabriano, is driven to share the realities of farming—its demands, respect for nature, and seasonal challenges. “Being a farmer takes time, patience, and a deep respect for the environment,” he says, adding that his posts capture the beauty of farming’s rhythm and the unspoken potential of the natural landscapes that surround him.
For some, like cattle breeder Laura Sette from Abruzzo, what started as a casual way to share life updates has become a powerful tool for public understanding. “I wanted people to see what agriculture really is: it’s about producing food while preserving and nurturing the land,” she says.
As they share their stories, these agro-influencers are transforming agriculture’s image for the better, inspiring younger generations and fostering a renewed respect for farming’s role in society.