Gender-sensitive Ruralco shows ‘blokes’ the door
For decades, Australian farmers have known Ruralco’s nationwide network of CRT-branded rural supplies stores by their slogan, “Your local bloke”.
But the mantra has now been axed, with Ruralco deciding it is no longer appropriate.
Ruralco used its annual conference in Perth yesterday to announce the gender-specific jingle had been cut from the CRT logo and would be phased out at the 500-plus CRT stores across the country.
Ruralco chief executive Travis Dillon said times had changed since the slogan was introduced.
“We are trying to ensure that the group is keeping up with the mainstream,” he said. “How would I describe it? It’s not modern. It’s had its day.”
About 32 per cent of Ruralco’s 2000-person workforce are female, which is above the 28.1 per cent average in the agriculture, forestry and fishing industry. Two of its five board members are women.
The decision to axe the slogan comes at a time of heightened sensitivity to gender references.
Canadian Prime Minister Justin Trudeau sparked controversy this week when he told a public forum that he preferred to say “peoplekind” rather than “mankind”. He has since apologised, describing it as a “dumb joke”.
Ruralco had already phased “Your local bloke” out of CRT’s advertising campaigns but it had still been emblazoned across the bottom of the CRT logo.
Mr Dillon said the move had been a long time coming. “It’s not an overnight decision, it’s been a live discussion in the group for years,” he said.