If you're a fan of farming and YouTube, but haven't heard of Kaniva farmer Mark Merrett, you quite possibly may be living under a rock.
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The 23-year-old farm vlogger has featured on screens of all sizes in the past few weeks, promoting his day-in-the-life-style YouTube videos (released under Merrett Contracting) which have attracted quite the following.
It's easy to see why, as the charismatic, blonde-haired young man possesses onscreen talent that your stereotypical farmer of the past would have envied.
He also has a catchphrase in "what up farm?" that would make even Alf Stewart proud.
Mr Merrett is quite possibly revolutionising the way farming is viewed, by giving people, particularly non-farmers an insight into the day-to-day work of a sixth-generation mixed, family farmer.
He is also igniting an interest in the profession among the younger generations.
"I know quite a lot of locals watch it and I get a lot of comments from local parents that their kids watch every video and they're really keen on watching them," Mr Merrett told the Wimmera Mail-Times.
"So that really makes me feel like I'm doing something good when people say that their kids are kinda getting keen on farming from watching my videos."
Mr Merrett's video's fame culminated in an appearance on Channel Ten's The Project recently, an experience which he described to the Wimmera Mail-Times as " very surreal".
"It was a crazy amazing experience to be able to go onto prime time tv and have the hosts of The Project talking about me," Mr Merrett said.
"Just very surreal, a strange feeling. It was very cool to have a positive agricultural story out in the media though I think."
Mr Merrett initially started making the videos back in 2016 for his niece and nephew, who live in Melbourne, to help them keep up to date with what was happening on the farm.
"They liked them but they didn't love them," he laughed.
"I kinda got a bit discouraged and stopped, well not really discouraged just didn't have the time."
The Western Victorian had watched similar-style videos online to his from American farmers but noticed no one was doing it in Australia.
Then in 2019, armed with his new GoPro and the backing of his wife, Mr Merrett attempted to fill that Australian-sized gap.
"I wanted to see some Australians and she (my wife) gave me some encouragement and a GoPro and I started, but very slowly," he said.
"And then in 2020, when the panic buying started, I was inspired to start making more to show people where their food actually came from and that it wasn't going to run out just because it was not on the supermarket shelves.
"As a farmer it was so frustrating knowing that we had produce here but it just had to get to the people, there was enough for everyone."
At the time of writing, Merrett Contracting had an impressive 4000 Youtube subscribers, with at least one video garnering as many as 19, 000 views; however, Mr Merrett said that his content wasn't always that well received.
"It was quite slow and steady I guess you could say," he said.
"I put out a lot of videos with not much response from anyone for a fair while but yeah I just stuck at it and more people have started watching them."
One might think the pressure of helping run a farm and creating regular video content for a hefty fanbase might become all too much for a 23-year-old. However, Mr Merrett said the only problem he faces is "not getting too much content".
"Because there's so much happening on the farm sometimes I end up with three videos worth of content that I've filmed and not enough time to edit it and release it."
The videos of Merrett Contracting have already come a long way from humble beginnings and have already exceeded their creator's expectations.
Mr Merrett said he hopes to release a video every week "for all of this year at least and hopefully for the foreseeable future".
"I guess that's my goal but yeah I'm really, I'm blown away by where it's come to at the moment, so I just wanna keep going as far as it'll take me." he said.
While the YouTube star's fame hasn't quite reached the heights of Brad Pitt or even Logan Paul, he told the Mail-Times that one person had recognised him at the local supermarket for his YouTube exploits.