What comes to mind when young people think about the profession they have chosen? What images, colours, technologies, skills and ideas do they associate with it? And, most importantly, how do they imagine the future of these professions?
Young people’s perceptions of their professions matter not only because they reflect their interests and expectations. They also offer an insight into how the image of agriculture is changing – from traditional perceptions of farming towards professions increasingly shaped by technology, innovation, management and new skills.
As part of the MAVETA project, apprentices from partner colleges across Armenia were invited to explore one simple but meaningful question: how do they see the professions they are preparing for – and where do they see them heading? Bringing together young people from A. E. Kochinyan Agricultural College of ANAU, Stepanavan State Agricultural College, Goris Multi-functional State College, ANAU Sisian Branch, and Kotayk Regional State College, the activity transformed their individual perspectives into a collective visual picture of the future of agricultural professions.
During the session, they translated their ideas into Mood Boards, selecting and combining images, concepts and associations that, in their view, represent their professions.
Their work highlighted agriculture as much more than production. It brought together:
- modern technologies and automation,
- innovative and sustainable agriculture,
- efficient irrigation and production systems,
- data-informed management and planning,
- new ideas, creativity and entrepreneurial thinking,
- practical skills and professional development.
In this sense, the Mood Boards became a visual snapshot of how young people see their professions – today and in the future.
The activity was therefore more than a creative exercise. The apprentices’ ideas, visual associations and perspectives will serve as the basis for animated content dedicated to the Greenhouse Management and Farm Management professions.
The resulting content will present these professions from the perspective of young people themselves, highlighting that modern agricultural careers are not only about farming and production. They increasingly bring together technology, practical expertise, management, innovation and future-oriented skills.
The MAVETA project is financed by the Federal Ministry for Economic Cooperation and Development (BMZ), the Swiss Agency for Development and Cooperation, the Austrian Development Agency (ADA) and the Government of Armenia.
The project’s implementing partners are the Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH and Strategic Development Agency NGO and the School of Agricultural, Forest and Food Sciences at the Bern University of Applied Sciences (BFH-HAFL).