On the Ground with Rural New Zealand The 2025 Regional Field Days were more than just a showcase of machinery and innovation - they were a vital pulse check on the attitudes, behaviours, and evolving expectations of our rural communities. As a team who are deeply connected to the agricultural sector, we hit the ground running, engaging with farmers, clients, and industry leaders to uncover the real conversations shaping the upcoming spring season. In this blog, we share key observations, emerging behavioural trends, and highlight standout activations at 2025 Regional Field Days. 1. Farmer Sentiment: A Mix of Caution and Optimism This year’s mood across the Field Days events painted a nuanced picture: Cautious Confidence : Farmers are cautiously optimistic, driven by stabilising commodity prices but still wary of policy uncertainty and increasing input costs. Big Purchases Deferred, Not Denied : Many are in a “wait and see” mindset - interested in new equipment and innovations, but delaying investment until there’s more certainty in returns. Genuine Interest in Innovation : Sustainability remains high on the radar. Farmers are keen to engage with brands offering genuine value - particularly around water efficiency, soil health, and emissions management. Marketing Takeaway: Messaging that acknowledges the current economic climate but offers real, measurable value will continue to cut through. Farmers are looking for partnerships, not just products. 2. Behavioural Trends: Evolving Expectations Digital + In-Paddock Connection : Farmers continue to adopt digital tools for research, but value face-to-face discussions at events like Field Days. The winning combo? A strong online presence backed by knowledgeable reps on-site. Storytelling Still Matters : Farmers want to hear from other farmers. Testimonials, local case studies, and peer-led content had noticeably higher engagement at event stands. Practical Sustainability : There’s growing demand for practical, not preachy, sustainability. If your product reduces nitrogen loss or supports biodiversity, show the science and the on-farm results. Marketing Takeaway: Consistency across channels and authentic storytelling is key - especially when paired with practical, hands-on experiences. 3. Brand Highlights: Engagement in Action We loved seeing so many brands bringing their stories to life in clever, engaging, and authentic ways. These are some of the stand outs: Agricom Agricom’s demo plots were a standout again - offering farmers a tangible experience with new cultivars in the field. Their team were exceptional at turning technical insights into actionable advice. This year saw Agricom partner with Headwaters – a smart collaboration that brought together proven pasture solutions and premium livestock genetics. It was great to hear how they're working together to support more sustainable, high-performance sheep farming. The story behind the Lumina lamb was genuinely impressive – and the tasting was hands-down the most delicious lamb ever! CLAAS Harvest Centre With impressive machinery on display, CLAAS drew strong crowds, but it was their hands-on tech showcases in the demonstrations - that drove real conversations. The personally branded kids hi-vis was the standout for us. Such a clever initiative to keep the kids busy while mum and dad checked out the amazing farming machinery on display. AgResearch AgResearch hosted interactive workshops and soil health displays that prompted genuine curiosity. The focus on future farming systems sparked strong interest among progressive landowners with simple takeaway actions to reduce farm emissions with focus on arable/horticulture and livestock specific initiatives. Ballance Agri-Nutrients Ballance’s team did a great job educating farmers on nutrient stewardship. Their “Nutrient Know-How” station offered short, sharp sessions that were easy to understand and relevant to both dairy and sheep/beef farmers. Their interactive “Ballance the Scales” game was also a great way to keep the kids (big and small) entertained. Silver Fern Farms SFF’s activation focused on connecting the plate to the paddock. Their storytelling around value-chain transparency and premium returns for farmers was a strong point of engagement - especially with younger producers. The funky kitchen was serving lamb and beef tastings, and the beautiful design of this open space was impressive with fresh herbs and ingredients visually bringing the paddock to plate concept to life in the most delicious way. 4. What This Means for Marketers in the Agri-Space Make it tangible : Whether it’s trial plots, ROI calculators or tastings, farmers want to “see it to believe it.” Bridge the digital-physical divide : Field Days showed us that in-person still matters - but it’s even stronger when backed by digital content, pre-event lead nurturing, and post-event follow-up. Community remains core : Brands that position themselves as part of the rural ecosystem - not above it - win trust. Regional Field Days continue to be a barometer of the farming mood - and a playground for powerful marketing. If there’s one takeaway from this year, it’s that authenticity, utility, and respect for the farmer’s world are non-negotiable. Let’s keep telling better stories, solving real problems, and showing up where it counts.