Investing in maintenance and lubrication skills is key to ensuring the success of agricultural operations for future generations of farmers.

Recruitment and retention are increasing challenges for the agricultural sector, with the National Agriculture Statistical Service’s Farm Labor Survey (NASS FLS) reporting a 73 percent decline in self-employed and family farmworkers from 1950 to 2000. The number of hired farm hands declined 52 percent within the same time period1.

So how can employers address the skills gap in agriculture to safeguard a future farming generation?

Agricultural roles have often been written off as difficult, low skilled and low paid work. But the digital transformation of the sector in fact calls for a tech-savvy, highly skilled workforce, as confident with spreadsheets as they are with soil sampling.

According to our industry research2:

  • almost half of farming businesses admit they are facing a lack of expertise and training
  • nearly three quarters think inadequate staff expertise plays a role in breakdowns2

Though a lack of training and expertise may exist, a key industry opportunity is Generation Z – a young demographic with a thirst for knowledge.

To secure the farmers of the future, employers in agriculture need to adopt new and exciting ways to engage and then train potential employees. To help this process along, Shell Lubricant Solutions is supporting knowledge exchange, by offering the latest training services.

To secure the farmers of the future, employers in agriculture need to adopt new and exciting ways to engage and train potential employees.

Shell LubeCoach provides tailored training to help staff ensure equipment is properly maintained. And course content is modular, meaning farm owners can choose what is covered by staff, and whether it’s done in-person or online.

Because, as emerging innovations necessitate new skills, the future success of agricultural operations depends on:

  • getting the most out of machinery
  • investing in skills around maintenance and lubrication
  • optimising farming productivity and efficiency.

1 (INFOGRAPHIC) THE U.S. FARM LABOR SHORTAGE, AgAmerica Lending, 2 December, 2021 (

2 Agriculture: Global Report Powering Peak Performance’, Edelman Intelligence, and Shell, May 2018


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