| Farming Heartland families are often living in rural locations and involved in both small and large
enterprises in primary production. Many households in this group are of mature age, some with
teenage dependents living at home. The absence of young adults is also a feature of many areas in
Farming Heartland.
A great proportion of these families are self-employed. Incomes vary significantly, however savings
and property ownership tend to be high. Being able to manage seasonal incomes is an important
facet of this group. Farming Heartland has a low to very low credit demand, and their credit risk profile is also very low.
Further segmentation is available in this group:
- Agricultural Enterprise
- Traditional Agriculture
- Specialty Farms & Dairy
- Graziers * Growers |