51AVÊÓÆµ

OPINION: British agriculture should promote innovation, not nostalgia

Machinery editor Toby Whatley discusses why outdated imagery still dominates agricultural advertising despite the industry’s modern, technology-led reality

Toby Whatley
Head of Machinery and 51AVÊÓÆµTechnology
clock • 1 min read
OPINION: British agriculture should promote innovation, not nostalgia

I have seen three different adverts in the last week from food producers and supermarkets. All of them diligently focus on their respective brand's commitment to British agriculture, and include bucolic...

To continue reading...

Already a member? Login for full access.

New to Farmers Guardian? Register for 1 free article per week or become a member for unlimited access to essential farming news and insights.

article-img-580x358

Ìý

More on Machinery

On Test: Land Rover Discovery Commercial: A premium alternative to a pickup?

On Test: Land Rover Discovery Commercial: A premium alternative to a pickup?

Combining class-leading towing ability, a secure load area and luxury SUV comfort, we find out whether the two-seat Discovery can offer a practical alternative for agricultural and rural businesses

Toby Whatley
clock 14 August 2026 • 8 min read
JCB Hydromax sets 406mph hydrogen land speed record

JCB Hydromax sets 406mph hydrogen land speed record

JCB has broken its own 20-year-old land speed benchmark after its hydrogen-powered Hydromax reached an average 406.320mph across the Bonneville Salt Flats. James Huyton reports.

James Huyton
clock 12 August 2026 • 2 min read
Agri-Linc expands Sumo reach into East Anglia

Agri-Linc expands Sumo reach into East Anglia

Agri-Linc has strengthened its presence in East Anglia after extending its Sumo dealership territory to cover Norfolk and Suffolk, providing farmers and contractors with local sales, parts and aftersales support. James Huyton reports.

James Huyton
clock 12 August 2026 • 2 min read