Rural Ambassador

Running the Rural Ambassadors program at a grassroots level is a great way to actively engage more young people in local shows, and also provides both competition experience and show involvement to potential entrants in the state Rural Ambassador competition. A local competition will help identify the next generation of Show Society Committee members making it a win-win for both Show Societies looking for younger members and local young people who want to make their mark in their local area.

The Rural Ambassador program is a fantastic opportunity for Show Societies to support, celebrate and encourage young people with a strong connection to agriculture and rural communities.

Running a local competition gives future leaders the chance to become actively involved in your show, represent your community with pride, and develop skills in leadership, communication and event participation. It also helps foster a deeper understanding of the value of agricultural shows and rural life.

Entrants play a visible role in your show, connect with officials and community members, and often continue to contribute as volunteers or committee members well into the future. For many, it is their first step into lifelong involvement in the show movement.

The program is simple and cost-effective to run. Shows such as Dubbo, Bathurst, Cowra and Camden have seen long-term benefits through increased youth engagement and committee renewal. Their teams are always willing to offer advice to help get your program started.

Currently, only a small number of NSW shows host a local competition, meaning many communities are missing the chance to connect with emerging leaders and passionate young people in their region.

Starting a Rural Ambassador program is an investment in the future of your show and a practical way to keep the show tradition alive in your town.

Only about 5% of NSW shows run a local Rural Ambassador competition, compared to 90% in Tasmania. Many rural towns are missing the chance to encourage young people to get involved in their show and community.

The program helps find motivated young volunteers who can grow into future show leaders. For example, Dubbo Show Society has run the program since 2016 with great success. Their first winner, Lauren Amor, remains a committed committee member and now runs the program herself.

Lauren says the program benefits both the Show Society and the entrants, offering a unique opportunity for personal growth and community involvement. Announcing the winner has become a highlight of their Grand Parade, giving the recipient a moment to shine.

Winners receive a prize, complimentary show membership, and honorary committee status, helping build long-term connections.

Lauren adds that the program is easy to run and valuable, even with just a few entrants. While winning locally isn’t required to enter the state award, the program is a great way to develop future committee members and passionate show supporters.

The Rural Ambassador program is a great way to recognise young people who care about their rural community and agriculture. It’s also a practical way for your Show Society to find future volunteers and leaders.

Getting the program going is pretty simple. Here are five easy steps to help you set it up and find local talent who will keep your show strong for years to come:

1. Set up an application form
 Keep it simple. Ask for basic details, why they want to be a Rural Ambassador, and what their goals are.

2. Find a local sponsor
 A local business or group can help by providing prizes or funding training. It’s good exposure for them and adds value to the program.

3. Spread the word
 Use your website, social media, newsletters, and don’t forget word of mouth. Let people know you’re looking for young people to get involved.

4. Organise the judging panel
 Choose two or three people from the community: sponsors, show committee members, or people familiar with the program, to interview the applicants.

5. Announce the winner at your show
 Pick a moment during the show to introduce your Rural Ambassador, like the Grand Parade or alongside other events. It’s a great way to celebrate the program and get the community involved.

Running a Rural Ambassador program is a smart way to invest in your show’s future and encourage young people to take part.

Entrants & Age Groups

Depending on your Show Society’s resources, you can run one or more age categories:

• Senior (21–29 years): Aligns with state and national rules. Senior entrants can compete in the RAS competition in Sydney.
• Intermediate (18–20 years): Great for engaging young adults just starting out.
• Junior (15–17 years): Ideal for high school students, often promoted through agriculture departments.
   

Entry Requirements

To enter the program, applicants must:

• Meet the age criteria for their category (e.g., 20–29 for seniors, 14–19 for juniors).
• Be permanent residents of the local region.
• Have some involvement with the local show, such as volunteering or competing.
• Be available for interviews and award events.
• Not have conflicts of interest that would make them ineligible.
   

Interview Process

Interviews are conducted face-to-face and can take place at:

• The home of a Show Committee member.
• Showgrounds or during the show itself.
• Alongside interviews for the Showgirl Competition.
• Local businesses, town halls, or restaurants (sometimes with lunch afterwards).

Judging Panel

• Comprises 2 to 3 judges.
• Ideal judges include sponsors, respected community members, or those familiar with the Rural Ambassador program.
• Each judge interviews every entrant to assess suitability.

Judges conduct an interview similar to a job interview, assessing candidates across these key areas

• Knowledge of the country show
• General and rural knowledge, with a focus on local issues
• Community involvement
• Ambitions and goals
• Communication skills
• Personality
• Style and grooming
• Candidates must be involved or willing to become involved in their local show to demonstrate commitment. This can include:Stewarding, Competing, Judging or Volunteering

Each area, along with the written application, is scored out of 10. The highest total score determines the winner.

Example Rural Ambassador Judging Breakdown

Used at National Rural Ambassador Finals.

Announcing the Winner

There are several great moments to announce your Rural Ambassador winner:

• At a dedicated event such as a Show Ball or Rural Ambassador lunch
• During the official Show opening or Grand Parade
• In conjunction with the Young Woman (Showgirl) competition
   

Promotion Tips

After announcing the winner, be sure to:

• Issue a press release to local media
  Notify your local Mayor, MP, and community leaders
• Share on social media with photos and background on the winner
• Feature the winner in your show schedule and newsletters
• Encourage the winner to record a short video about their experience
• Connect them with local groups (e.g. Rotary, CWA, Lions)
   

Supporting All Entrants

Regardless of the outcome, all entrants should be:

• Thanked personally (letter, phone call, or email)
• Invited to join the committee or help at future shows
• Acknowledged for their contribution and encouraged to stay involved
   

Prizes & Recognition

Incentives can vary by year and sponsor support, but may include:

• Show tickets
• Cash or education-based prizes
• Gift vouchers
• Trophies, sashes, or certificates
• Complimentary show committee membership (12 months)
• Support to compete in the RAS Rural Achiever Award
   

Sponsorship Opportunities

Once your program is running, securing a sponsor is a great next step. Look for organisations that value leadership, community, or agriculture. These might include:

• Local law or accounting firms
• Banks or credit unions
• Ag supply stores or produce businesses
  Past committee members or local families
• Small local businesses looking for community visibility
   

Managing Costs

With sponsorship, running the program can be very affordable. Budget for:

• Show entry for participants and families
• Ribbons, trophies, or certificates
• Basic printing/photocopying
• Light catering or lunch on judging day
• Promotional advertising (online or print)
• Time invested by committee volunteers
   

Attracting Entrants

To find and inspire applicants:

• Promote the program on your website and social media
• Issue press releases to local newspapers, radio, and TV
• Reach out to local businesses with young staff
• Speak to schools (especially those with Ag programs) for junior entries
• Share success stories of past entrants
• Most importantly: encourage young people directly – a personal conversation can go a long way!
   

You can organise a Rural Ambassador program just a few months out from your Show. Ideally, allow at least one month for applications, with judging taking place up to a week before your event.

Not at all. With a local sponsor on board, your costs can be minimal — usually limited to printing, a sash or trophy, and a bit of time. The long-term benefits, however, can be huge. Many past entrants go on to become active, committed members of their local Show Committees.

Absolutely. The Rural Ambassador program is open to all young people in your community, regardless of gender

The AgShows NSW Young Woman (formerly Showgirl) competition celebrates young women as ambassadors for their Show. The Rural Ambassador program, on the other hand, is open to both men and women, and focuses more broadly on involvement in agriculture and rural issues. Many Young Woman entrants also go on to compete in the Rural Ambassador program.

No. Taking part in a local program doesn’t impact eligibility for the RAS Rural Achiever Award. But it’s a fantastic stepping stone, giving local entrants experience, exposure, and confidence before applying at state level.