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HomeFarming News‘A successful career in this industry can go alongside being a mum’
Catherina Cunnane
Catherina Cunnane
Catherina Cunnane hails from a sixth-generation drystock and specialised pedigree suckler enterprise in Co. Mayo. She currently holds the positions of editor and general manager at That's Farming, having joined the firm during its start-up phase in 2015.
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‘A successful career in this industry can go alongside being a mum’

Amy Underwood – best known as The Digger Girl across social media – will act as a brand ambassador for Hyundai this year, the company has revealed.

Underwood – a plant operator from West Coast Scotland, who is one of the industry’s most popular social media content creators – has signed an official partnership with Hyundai Construction Equipment Europe (HCEE).

The aim of the partnership is to raise the profile and social media presence of the Hyundai brand amongst fans and fellow industry professionals.

Underwood will produce exclusive content and provide her growing followership with a “unique, behind-the-scenes” insight into Hyundai’s European operations and its latest range of A series machines.

She has over 309,000 followers on TikTok, in excess of 146,000 Instagram followers and just over 2,000 subscribers on her new YouTube channel.

A spokesperson for Hyundai has confirmed that Amy will continue to have “full” editorial control of her content.

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However, through her partnership with HCEE, she will receive exclusive opportunities to access Hyundai’s full range of machines.

She will be able to create content at Hyundai’s European construction headquarters in Tessenderlo, Belgium.

Women in Construction

In a video on her popular TikTok channel – which has garnered over 5.5 million likes – she said:

“I told you all I had some big news coming and that 2023 was going to be amazing. I am so happy to finally be able to tell you that I am partnering with Hyundai.”

“We have used the brand for eight, almost nine years, and in the last twelve months, I have got to do some great things with the brand.”

“I am really excited to be able to share with you all behind-the-scenes and other exciting events. I am so excited to get started.”

She added: “This relationship will give me access to unique opportunities and brand new, top-of-the-line machines to try out.”

“I cannot wait to share the photos and videos of this with those who have been following my journey.”

“Our deal also helps me encourage more girls to get into construction and show that a successful career in this industry can also go alongside being a mum – though it is not easy.”

Dutton remarks

Emma Dutton, senior marketing manager at Hyundai Construction Equipment Europe, continued:

“We have long been a supporter of Amy’s fantastic work, raising the profile of women in construction.”

“She is a well-respected, high-profile figure in our industry, and we believe the work we can do together will be really exciting.”

“Amy has always been extremely positive about her experiences of working with Hyundai machines, and her recent trip out to our stand at Bauma was a great opportunity for her to get under the skin of Hyundai and to really experience our Think Further, Think Future ethos.”

“We are delighted to welcome Amy on board as our 2023 brand ambassador and look forward to creating great content with her this year,” she added.

Underwood’s journey

That’s Farming editor, Catherina Cunnane, previously interviewed Amy Underwood, who spoke about her accidental career path and rise to fame on social media.

She told us how she became a full-time employee of her father’s business, John Underwood Plant Hire Contractor LTD, at the age of seventeen, when she left school.

But this was an accidental venture as she intended to carve a career as a mechanic but failed to secure a position in a garage.

“I learned to drive at a very young and used to skip school to help dad drive dumpers,” she told That’s Farming.

“I got my car licence at 17, all my tickets for machinery at 17, and then my HGV licences at 18,” she added.

Read her full interview.

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