FESTOON light manufacturers must rejoice at this time of year.
Surely their sales go through the roof as farmers flock to buy up kilometres worth of lighting to hang above verandahs, around windmills, in farmhouses and throughout orchards.
That's the Farmer Wants a Wife effect, right?
Probably not.
Most farmers would be grounded enough to realise the television polish given to such scenarios and the picture-perfect rural landscapes aren't the norm.
At the time of writing, the Channel Seven series is once again stirring up water cooler talk among both the city and country.
For the city office workers (or perhaps, work from home individuals communicating via their computers and phones), the focus might be on the potential blossoming relationships and the couple match-ups.
For the country viewers, it may be more of a chance to grin and snigger at the presentation of farm life.
For those that haven't seen it, five single farmers get to select a group of ladies to visit their farms and spend time getting to know them.
That results in the predictable awkward conversations between potential wives and the farmers themselves, plus plenty of laughs as the mostly city girls endeavour to pitch in about the place.
There are lots of shots of swimming in natural waterholes, sunset picnics and candle-adorned rural cottages or shearing sheds. (Never mind the fire safety concerns.)
But as cringey and sugary as the show might be, it may just be doing agriculture a big favour.
The directors and producers can only do so much.
There has to be a dose of reality in there, from the unpredictability of livestock to the genuine laidback nature of country people.
The backdrops are real places, here in Australia.
There is no green screen involved. It's as good a postcard as regional Australia could wish for, not just for the romantics but for those city-based workers mentioned earlier, tired of their own four walls.
Basically, the search for love gives the show a storyline. It's obviously a big part of it but outside that is a rolling documentary selling rural life.
Do country real estate agents field more calls from potential buyers when the show is on air? Don't know.
Do agritourism businesses experience a spike in web traffic and bookings? Unsure.
Do sales of boots, utes and plaid shirts escalate? Hard to say.
Farmer Wants a Wife brings in some big viewer figures though. That's a lot of eyeballs lapping up imagery of paddocks, fences and brilliant blue skies.
Perhaps agriculture lobby groups should capitalise on the momentum by getting involved somehow.
Sure, there are more cuddling opportunities and intimate dinners than usual for farm life but still, it's broadcasting the Aussie agriculture brand, and it can do with as much help as it can get.
- For a comedic episode-by-episode recap of Farmer Wants a Wife, check out the blog, Farmers Watching Farmers Wanting wives, HERE.