Green Pastures: Reaching Rural Consumers

Green Pastures: Reaching Rural Consumers


Long lauded as the backbone of New Zealand’s economy, farmers and growers work hard to ‘get the job done’. As a sector they have distinct characteristics from their lifestyle – early mornings in the milking shed, long hours picking or harvesting while the weather is fine and the pressure of exporting in the ever changing international markets.

Today the mood of rural consumers is looking up. Eight in 10 farmers and growers expect the business climate to stay the same or improve over the next 12 months. Dairy farmers and horticulturalists being the most optimistic.

After canvassing their spending intentions over the next year, we see that nearly a third of farmers and growers plan to invest in farm machinery and equipment (29%). Around a quarter are looking to spend on insurance (28%) and IT/Technology (24%). A fifth are looking at banking and finance products (21%), vehicles (19%) and infrastructure under $200,000 (17%).

So how do you get your products and services in front of this agricultural audience? That’s where your brand’s engaging and tailored content needs to reach where these rural consumers are. Here’s what we know: 

Radio is how the day is started for rural consumers. The most popular media between 6am and 9am. A medium that allows farmers to continue to work while they listen, it’s portable and it broadcasts information which is relevant to their day ahead, such as news and the local weather report. 

Farmers and growers are highly digital. Eight in 10 are online at least once a day. Nearly all check their emails and social media (93%), eight in 10 run business administration such as accounting, banking and tax (78%) and they’re also monitoring stations online, tracking assets and checking the weather.   

Rural newspapers and magazines are the number one resource for farmers and growers when looking for information, new ideas or advice for all their farming materials, machinery and infrastructure requirements.


The survey was conducted 19 July – August 24, 2016, and polled 1,500 beef, sheep, dairy, livestock, crop and horticulture farmers and growers in New Zealand. The data was then weighted to Statistics NZ by farm size and type to represent over 46,000 farms and orchards nationwide.