2026 Nuffield NZ Farming Scholarship. Apply by 17 August 2025. Read More...

Apply for 2026 Nuffield NZ Farming Scholarship by 17 August 2025. More details...

Kellogg Scholar Reports

Farmer Storytelling: Navigating our narrative.

Executive Summary

The Primary Industries have long been described as the economic backbone of New Zealand, with farming businesses being a way of life since before anyone can remember.

Not too long ago, many of the city dwelling population had an Uncle and Aunt, or Grandparents, or family friends on a farm, that provided that nostalgic connection, and understanding of what it means to live and work on the land.

With an increasing national population year on year since 1950 from 1,908,000 to 4,468,457 in 2012 (New Zealand Population, 2019), the increase of those living in urban areas from 69.6% in 1991 to 71.8% in 2006 and the decrease of those living in rural areas from 12.2% in 1991 to 12% in 2006 (Stats NZ, 2019), the need for understanding what it is that the rural sector does and its role in our national brand is increasingly important.

The concept of storytelling can bring to mind thoughts of painting a positive picture of a company or industry, and not acknowledging any other aspects in order to please an audience (Fryer, 2019).

Whilst this is certainly true can also be used as a vehicle to get accurate information, in a relatable way, to a target audience, to create an impact, and it’s this type of storytelling that could be the answer to bridging any gaps in education, perception, understanding and relatability that the rural sector are experiencing currently.

Rural New Zealand have heard the message loud and clear from its industry bodies and advisors across the board; get out there and tell your story.

But is it that easy?

And do those of us on the ground know where to start?

Preventative measures to combat food fraud and actively protect our New Zealand brand

Executive Summary

This research report is a literature review of the current climate and future sociopolitical environment prevalent in New Zealand’s food sector today. Specifically the possibility of food fraud on international and domestic produce is highlighted. The current actions that producers and companies are employing to prevent such adulterations or fraudulent activities along their supply chains is also explored.

Food exports, Year End 2017, accounted for $30b of a total of $76.3b of New Zealand’s Gross Domestic Produce (New Zealand Trade and Enterprise,2018) and as such is a link to our country’s ‘Taste Pure Nature’ (Beef and Lamb, n.d.) image internationally. Ramifications and negative economic impact across the whole food and fibre sector in New Zealand is a possibility if incurrences of food fraud attached to a New Zealand product is detected.

Ultimately this research report aims to identify potential weaknesses or emerging risks and the resultant opportunities in our domestic and export food sector supply chains so as to avoid or limit food fraud opportunities. Understanding the increasingly complex natures of food supply chains and any current premeditated practices to mitigate food fraud is of high importance in our country’s current food market. A further understanding of the many differing types of food fraud is imperative in understanding what producers and exporters are currently facing. Therefore this report looks in to preventative measures to combat food fraud and how the food and fibre sector, alongside government can actively protect our New Zealand brand

 

Wool Image: Being Heard in the “Post-Truth” Era.

Executive Summary

This research is in the form of a literature review which is precised here. The post-truth era is defined and accepted as a genuine, although not as a new phenomenon.  Writers are discussed who blame post modernism for the post-truth Era.  In this work the author elucidates the reasons why post modernism and wider philosophy can be seen as part of our coping strategy, for dealing with the post truth world, rather than the cause of this “modern” condition. In addition to an entreaty for a mindset shift towards the state of Aporia (the ever-open mind/ a state of puzzlement where there is joy and adventure in the not-knowing), the author makes four key conclusions- that New Zealand Merino and other organisations need to have/ develop ceaselessly, a defined Purpose, work with Authenticity, embrace Truth and build Connections, developing bands even with unnatural allies. 

 

Breeder finisher collaboration.

Executive Summary

Increasingly consumers want to know where their food has come from and how it has been produced.  Confidence in food safety, animal welfare, and environmental practices is paramount.  High value market opportunities requiring a clear and traceable provenance story linked back to the birth of an animal, are developing quickly.  

Livestock in New Zealand are commonly traded from a hill country breeding farm as store stock, onto a flatland specialised finisher to be grown out to prime slaughter weights.  Presently there is a lot of insular and opportunistic behaviour of trading livestock through sale yards with no clear business relationship between the breeder and finisher and a breakdown in the transparency of the provenance story.  

Consumers in the market are driving the requirement for increased transparency and traceability through quality assurance programmes providing verification of the provenance of the food they’re eating.  This can be seen in higher value markets where retailers require lamb and beef to be certified from birth to slaughter through validated accreditation standards.  

This report investigates the current opportunities for livestock breeders and finishers to collaborate, bringing their farming systems closer together so that the provenance story is not impacted by the sale of store stock to a finisher.  Where collaboration is currently occurring, this report looks at what sales models are being utilised to determine the trade price from breeder to finisher.

It is understood that farmer producers differ in how they wish to conduct their business relationships and whether they have a desire to be more collaborative or prefer to operate in a spot market.  For our customers who are demanding strength of our provenance story, to enhance livestock breeder finisher collaboration I recommend:

  • Livestock processors and marketers promote the awareness of producer group type structures and engage more breeders and finishers into these supply programmes.
  • Livestock processors and third-party agencies embrace collaboration, developing and enhancing the skillset of livestock and procurement agents in identifying and connecting suitable breeders and finishers and facilitating these relationships.
  • Further in-depth analysis be carried out by a data analyst into the development of a pricing model for the trading of store category livestock between breeders and finishers.

Integrating pasture raised egg production into an existing farming business: A business plan.

Executive Summary

With increased protein demand from the agriculture sector, ever increasing compliance costs and high land prices, adding more operational layers and diversity to an existing system is an option to some businesses.

This business plan focuses on integrating pasture raised egg production into an organic dairy farm but has relevance to any farming system.

The worldwide demand for eggs is increasing with most consumers in the EU already preferring to purchase free range eggs. Caged eggs are being phased out of New Zealand supermarkets by December 2022. The industry is expecting supply deficits due to the change in practice.

The initial idea was to have the birds following a dairy herd in a New Zealand grass based rotational system, but after talking with some of the interviewees this would have risks with smothering and animals becoming lost from the flock. The research shows better results could be gained through fertility transfer by focusing on poorer paddocks.

The low initial set up cost and payback modelled over 2.25 years makes it an attractive investment to be part of.

The pasture-based model has high social licence to operate characteristics which is being demanded more by consumers and the sector is expected to continue the growth its currently experiencing.

Using ‘Meat for Kids’ as a vehicle to enhancing children’s knowledge about agriculture.

Executive Summary

Currently one fifth of New Zealand households don’t have enough food for active and growing children to support physical and mental development. Disadvantages such as these aren’t isolated to other parts of the world, this is happening on our door step.

It’s common knowledge that children need to have their nutritional needs met to have greater success in the classroom. Many industries have entered into the fray to address this issue yet Kids Can still endures a huge waiting list of schools, in the desperate 1 to 4 decile range, searching for external funding for solutions to this problem. 

First Light Foods NZ are in the early stages of trialling a ‘Meat for Kids’ project starting in Hawkes Bay, to provide a low cost-industry good, balanced and nutritious meat-based meal twice a week to children in this situation. Although initially small the intent of the programme is to cover the length of the country to meet the 22% of children that go hungry at least once a week, at the coal face with a warm meat-based meal, that is externally approved by health organisations.  

The ‘Meat for Kids’ programme has an excellent opportunity to open the door and educate the industries next consumer and also potential workforce. The literature has convincingly shown that children aged 6-9 are most receptive to influence than at any other time of our life. Therefore, in using the ‘Meat for Kids’ initiative as a vehicle to go direct to the children an obvious platform presents itself for the food industry to make a meaningful impression on their life. 

As an industry we spend a lot of resourcing promoting the industry throughout secondary schools, which the research has shown is not the most effective age group we should be targeting. Looking through the current organisations that are driving resources from our industry into schools, we can see a trend of barriers, primarily in teachers, with their ever-growing workload, it poses the question – how can we avoid this barrier and go direct to the children?

Through a research survey conducted with teachers throughout NZ seven key areas were identified to successfully capture and maintain a child’s attention. From these points of engagement as outlined in the findings of the report, the recommendation of a set of competition cards was born. 

The utopia of these findings will be a greater NZ where all children have access to a nutritious diet, that allow everyone an equal opportunity to learn and develop without circumstantial disadvantages. And also, where the whole of society has an understanding of where their food comes from and that they are active positive contributors to that value system to promote its prosperity.

 

Old dogs, new tricks: An exploration of age and its influence on health and safety in New Zealand’s primary sector.

Executive Summary

Being a great food producing nation comes at the price of almost 20 lives per year in New Zealand. Agriculture records the highest number of deaths of all industries and improving these statistics has proved a challenge for successive regulatory bodies, industry groups and farmers themselves.

Almost a quarter of these deaths are those aged in their 60s and when combined with the number of workers over the age of 70 the group makes up almost half of all fatalities on-farm.  It raises the question of what influence one’s age has on health and safety behaviours and outcomes?

This report endeavours to uncover at what age people are being fatally injured, how they are being fatally injured and if attitude towards health and safety is varied across age groups. This report considers the 154 deaths on New Zealand farms between 2011 and 2018, and the views of five WorkSafe inspectors and 76 farmers aged between 19 and 73. It also takes a look at past research and reporting on health and safety progress and prohibition in New Zealand.

The research uncovers a challenge to all in the rural health and safety system; that when farmers are at their most experienced and perceived to be most adept at assessing risk they are also being fatally injured in the highest numbers. And while experience reigns high at this age, so do a decrease in cognitive ability, physical limitations, overestimation of ability and a decrease in responsibility as farmer’s face mortality.

Leadership, education and a sense of responsibility should be encouraged from a young age in order to create sustained generational change. And by looking at the gaps in knowledge and approach; and focussing on motivating factors in certain age groups we can improve health and safety behaviour and outcomes on New Zealand farms.

As an industry, we now need to engage with those in their early career years to create sustained generational change, utilise the theme of responsibility in working to engage all farmers in health and safety and alert industry to the four factors this research considers contributing factors in older farmer fatalities.

Grower’s role in promoting the value of New Zealand Kiwifruit: Mechanisms which encourage the use of good practice to create a positive identity for social license to operate.

Executive Summary

New Zealand’s kiwifruit industry which sells a high-value product may have the opportunity to utilise improved social capital to strengthen its leading position. This report analyses the kiwifruit industry’s position in gaining social licence to operate and argues for communication mechanisms which will create socioemotional value and thus social capital amongst stakeholders to form SLO with the aim to ultimately create value and sustainable longevity of the kiwifruit industry for New Zealand’s kiwifruit growers.

Trust, a decrease of social distance between growers and their stakeholders, and a strong understanding of grower drivers are critical communication mechanisms to encourage best practice by New Zealand’s kiwifruit growers. Financial and non-financial incentives to encourage good practice are also analysed.

 

Understanding what drives youth perspective to make radical change in agriculture.

Executive Summary

The agriculture sector is one that is talked about and analysed from every angle by people all around the world every single day. Successful agriculture is essential to survival as people have to eat. 

As the world population is constantly increasing, so is the need to produce more food/fibre. Yet every day the agriculture sector is struck with the issue that we cannot gain enough attraction for passionate people to enter the sector; consequently nationally and internationally there is a cry for help from agricultural businesses trying to find and retain staff.

Agriculture in New Zealand is constantly in the limelight for questions being raised around impacts on the environment, on animal health and wellbeing. Due to this it is no wonder there is a struggle to attract good young people to the industry. 

There is also little government support to the industry, particularly to ensure the younger generations understand what agriculture is really about, let alone a clear pathway into the sector as agriculture is not a big part of the education curriculum. 

Through looking into past literature, statistics, and interviews we can clearly identify the current situation of agriculture and the direction it is heading in the future.

Key recommendations as a result of this research are;

  • Continue to share positive agricultural stories, by various methods such as media.
  • Target educating youth about agriculture as early as primary school through introducing an independent teaching platform as part of the primary school curriculum.
  • Teach children where their food comes from using backwards engineering; from plate to farm. This would need to be backed by company’s such as Talent Central and farming industry bodies to provide the information.
  • Build a clear pathway to support people with agricultural passion right from young children, through primary school, secondary school and beyond their tertiary education. We would do this by recognising those children with an agricultural interest and nurturing this. This would be implemented through introduced education programs and offering support to teachers, career advisors and parents. This could be done but those bodies collectively involved in primary, secondary and tertiary education.
  • Utilise technology and use it as a platform to educate the urban population. Selectively place interactive technology where people can read, listen and learn about agriculture in New Zealand.

Acknowledging there are already movements in place to change the common negative perspectives towards agriculture, creating a solution is a difficult task. Targeting children earlier is currently an area which will require further work. By helping children understand where their food comes from and establishing a ‘Just Cause’ around feeding the world, children are more likely grow up with a passionate agricultural mind set. 

 

How can rural professionals be more effective in this time of transformational change.

Executive Summary

Farmers are faced with many challenges. The external pressures of public perception, regulation and compliance have become stronger in recent years, and concerningly are likely to get more so. A farm is not just a business, it is a way of life for many people and supports many families.

Rural professionals help farmers achieve their aspirations and provide guidance on the operational boundaries of the farming business. Operational boundaries however shift under the influence of external pressures. Rural professionals have a role during this time of change and uncertainty to help farmers establish the best possible position on their farm, and within their community.

This project investigated the opportunities for rural professionals to be more effective to help farmers under pressure. Research was completed through a literature review and completion of twelve interviews. Those interviewed were from three representative groups – farmers, rural professionals, and extension programme managers. Research identified considerations for the rural professional as an individual and identified considerations for rural professional organisations. To be effective both the individual and the organisation must play their part. Common themes from the research were:

Rural professional individual:

  • Drivers of decision making must be understood
  • The first point of contact is critical
  • Technical competency remains important
  • Trust must be earned, and empathy demonstrated

Rural professional organisation:

  • Empower learning through coaching
  • Finding the right metrics to measure and report is critical
  • Value the time it takes to build enduring relationships
  • Technology is a double-edged sword
  • Avoid “one stop” and “cold calling” programmes
  • There is a need to increase capacity, and will be achieved with the right industry culture

Extension theory to achieve change remains sound, having identified the importance of relationships and influencing from a position of trust. Change is often a journey and multiple stages within a change process need to be captured and reported for one to gain a true appreciation of the extent of change occurring in the primary sector.

 

Having evaluated the research, the following recommendations have been made:

Rural professional individual – the “change enabler”:

  1. Follow the VALUE approach for first meetings
  2. Build your networks and understand everyone has a network you can influence
  3. Ensure your logic is grounded
  4. Develop your coaching skills to empower farmers to seek knowledge

 Rural professional organisation – the “change empowerer”:

  1. Follow the coach approach
  2. Continue with the sound extension model
  3. Take data seriously
  4. Develop aspirational programmes
  5. Operate at a community level with a global focus

Rural professionals are able to help farmers to meet the many challenges currently facing the primary sector. This will be achieved through enabling activity with programmes which empower farmers to lead their own change. Technical competency of rural professionals will remain valued by farmers, but their ability to elevate a farmers own thinking will be the difference between being constantly challenged or continually empowered. There are always areas of improvement, but what remains core to any role is the importance of maintaining enduring relationships built on trust and respect.

 

I hope this report will provide rural professionals and the organisations they work for comfort in the fundamental principles of being an effective change agent. Farmers currently face significant pressure. Rural professionals have a role to help farmers maintain a future focus. This role will be more effective when the recommendations of this report are embedded into everyday practice.