Labour’s Primary Industries spokesperson Damien O’Connor has come out in support of a rural breast cancer fundraiser following ‘revelations’ that older farmers were loath to be associated with the colour pink.

It’s been reported that farmers ‘of a certain age’ had not embraced a PGG Wrightson/Tru-Test Group promotion that saw $7 from various pink Speedrite products donated to the New Zealand Breast Cancer Foundation.

"While younger farmers, life-stylers and women had no qualms about purchasing these products, the older blokes were apparently very hands-off," Damien O’Connor said.

"Maybe that’s not surprising, but it is a real shame because it’s an excellent cause.

"Thankfully there are enough astute women in the farming sector who know that by purchasing these products they will be contributing to that cause, and possibly helping save lives.

"One advantage of having pink gear is that it will be it easier to find in the mud, and there’s plenty of that around at the moment.

"So all I can say to those old guys is that the world’s changing. They need to harden up. I know plenty of men who wear pink. Hell, even I’ve got a light red shirt."