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Understanding student awareness of primary sector career opportunities.

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Executive Summary

According to the UN, food production must double by 2050 to meet the demand of the world’s growing population. Innovative strategies are needed to help combat hunger, which already affects more than one billion people in the world. (un.org 2009)

The world is changing and I believe the historical poor perceptions of the primary sector are no longer acceptable. There are students out there hungry for knowledge. My goal is to be proactive and help plant the seed of primary sector interest in their minds.

My rationale behind tackling this subject is the unacceptable, ill-informed opinions that our school leavers are still being exposed to.

My aim is to understand school leaver knowledge and awareness of primary sector career diversity.

My research was gathered via an 18 question questioner surveying 20 students, an interview with three ASB Future Leaders and an interview with two teachers.

Key findings;

  • Historical poor perceptions by parents, teachers and career advisors that are effecting knowledge of modern primary sector career options.
  • Our youth are very interested in knowing more regarding New Zealand’s primary sector, there is strong interest in finding careers that help New Zealand’s economy prosper.
  • Creating interest is only the first step, nurturing that interest right through to employment is lacking.
  • Tying together social media, technology and emotional marketing are the key to creating change.

Recommendations and action list;

  • The creation of a national curriculum tailored to New Zealand’s key economic drivers.
  • The use of cutting edge technology on a national scale to expose our students, parents and teachers to modern, world leading primary sector opportunities.
  • Create a concept that follows initial interest all the way through to employment.

Understanding Student Awareness of Primary Sector Career Opportunities – Dave O’Sullivan

Our programmes work in partnership with some of New Zealand’s leading agribusiness organisations – click here for more.​