Fieldays June 2025 Wrap

With Fieldays® 2025 wrapped up and farmer confidence on the rise, the conditions are lining up for a pivotal spring season. From economic tailwinds to a renewed appetite for productivity, New Zealand farmers are poised to reinvest in their operations. For rural marketers, the months ahead present a valuable opportunity to connect, influence and drive action.

1. A Shift in Farmer Sentiment

Despite a few wet days, this year’s Fieldays® had a notably upbeat tone. Crowds were strong, conversations were purposeful, and the mood across exhibitors and farmers alike reflected an optimism that previous events lacked. From conversations at the Rural Support Trust gala dinner, to Q&A sessions with exhibitors and visitors on site, we valued the honest cautiousness that accompanied the positivity.  One thing is clear:  the rural sector is ready to move forward and lead NZ out of this recession. 

The outlook among New Zealand farmers has changed significantly over the past 12 months. From the low confidence of mid-2024, sentiment has rebounded sharply in 2025. Fuelled by a stabilising payout, easing input costs, and improving weather conditions, farmers are regaining the confidence to make smart, future focused investments.

Crucially, many are shifting their mindset from survival mode to performance mode - re-engaging with their systems, reviewing inputs, and re-evaluating how they optimise land use, livestock management, and infrastructure for both productivity and profitability.

2. Economic Incentives Are Driving Action

One of the most common topics at this years Fieldays® was the introduction of the 20% Investment Boost tax benefit. This has allowed farmers to immediately deduct 20% of eligible capital investments, including productive infrastructure, technology and equipment upgrades. For many, this presents a timely incentive to act.

With dairy payouts sitting above $10/kg MS and forecast to remain strong, many dairy farmers now have more headroom to invest - not just reactively, but strategically. Sheep and beef operators, while still cautious, are also pursuing targeted investments to strengthen system resilience and long-term performance.

3. What Farmers Are Looking For

Today’s farmers are more selective and pragmatic in their decision-making. They’re seeking:

• Proof of performance - through trials, case studies and regional validation

• Clear ROI - not just on price, but on productivity, animal health or time savings

• Practical relevance - how well solutions integrate into existing systems or farm routines and is easy to implement

Spring is a critical decision-making window, especially for those preparing for calving, lambing, reseeding or system upgrades. Brands that connect clearly, credibly and quickly will earn attention - and action.

4. The Opportunity for Rural Brands

This spring presents a rare convergence:

• Renewed farmer confidence

• Timely tax incentives

• Strong seasonal intent to act

Whether you're marketing machinery, pasture solutions, technology, nutrition, or services - now is the time to align your brand’s message with farmer needs. This means leading with relevance, simplifying the complex, and backing up claims with trusted proof.

5. How Marketing Can Drive Impact

To make the most of this spring, marketers should focus on:

• Translating technical data into easy to digest farmer-relevant insights

• Telling authentic stories from real customers and regional case studies

• Timing content and offers to match seasonal windows and behaviour cycles

• Using the right mix of digital, in-person, print, and retailer channels to maximise reach

Rural marketing isn’t just about cutting through the noise — it’s about trust, timing, and traction. Insights driven creative and intentional media channels will create a winning formula.

Conclusion

Spring 2025 is more than a seasonal campaign window - it’s a strategic moment for rural brands to strengthen relevance, sharpen messaging, and drive value for farmers who are ready to invest again. With the right strategy, marketers can turn shifting sentiment into lasting customer relationship and build long term brand value.

Fieldays® may be over, but the real work - and opportunity - starts now. Spring is the busiest season for most farmers and often stressful, so marketing messages need to be simple, and easy to understand. If you need help with your spring marketing strategy, get in touch with Nat – natalie@hotmustard.co.nz