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All About Farmstrong
www.farmstrong.co.nz
Over the last six years more than 15,000 farmers and farm workers have attributed improvement in their wellbeing to Farmstrong.
ALL ABOUT FARMSTRONG 2022 1
Introduction
This report is designed to give you a What I like best about Farmstrong is that it’s so
handy introduction to Farmstrong and practical. It shows how people can adopt simple
what makes it tick. habits and ways of thinking that make them better
equipped to deal with tough times. It also comes up
I’ve been privileged to be involved in Farmstrong
with solutions that genuinely work for rural people.
as its Ambassador in recent years. I’ve really
enjoyed promoting its messages, attending events Our challenge now is to reach more people and
and creating farmer-to-farmer resources that work with different sectors of farming and growing.
help people manage some of the pressures of It’s an exciting time to be involved. I encourage
farming and growing. everyone working rurally to get behind Farmstrong
and help us spread the word.
I’ve also witnessed first-hand, at events like
Fieldays, just how effective Farmstrong is at
SAMUEL WHITELOCK
starting conversations that might not otherwise Farmstrong Ambassador
happen. It gets farmers and growers talking
about things like managing stress, recognising
when people are ‘under the pump’ and doing
something about it.
Whether you’re a farmer or a
professional athlete, locking
in Farmstrong habits has a
positive, cumulative effect
over time and makes you
much more resilient.
Sam Whitelock, Farmstrong Ambassador
2 ALL ABOUT FARMSTRONG 2022
Our Mission
Improve the wellbeing
of people working
in farming and
growing.
Our Vision Our Call to
A rural New Zealand Action
that adapts and “Find out what
thrives in a constantly works for you
changing world. then lock it in.”
ALL ABOUT FARMSTRONG 2022 3 Our Key Messages Farmers and growers are the most important asset on the farm. Developing small and regular habits that increase your wellbeing means that you will have plenty to draw on during challenging times. Farmstrong is about wellness not illness. Being Farmstrong helps you to perform at your best, reduce stress and prevent injuries. Investing in your wellbeing is good for business.
4 ALL ABOUT FARMSTRONG 2022
About Farmstrong Investing in wellbeing
Farmstrong helps farmers, growers and their Farmstrong encourages farmers to make small
families to cope with the ups and downs of regular investments into their ‘wellbeing account’
farming by sharing things they can do to look after so they have something to ‘draw on’ when times
themselves and the people in their business. are tough. Habits such as staying in touch with
It offers practical tools and resources from mates, keeping active, enjoying simple pleasures,
the science of wellbeing that help people working learning new things and giving back to friends and
in rural industries to live well so they can farm and community can all improve our wellbeing so we can
grow well. Topics covered include managing stress perform at our best.
and pressure, sleep, nutrition, keeping ‘farm fit’ and Farmstrong packages the science of
scheduling rest and recovery time. wellbeing into farmer-friendly, accessible chunks
Farmstrong shares this content through using relatable, farm-based examples. For instance,
its website – www.farmstrong.co.nz - and at body conditioning videos showing routines to
workshops and various community events, such as help strengthen and prevent muscle strains are
national and regional Field Days. presented using readily available items on the farm
like buckets, tractor tyres and hay bales.
ALL ABOUT FARMSTRONG 2022 5
A trusted part of the rural A unique partnership
landscape Farmstrong is a non-commercial, community give-
Since Farmstrong was launched in 2015 it has back, founded by rural insurer Farmers Mutual Group
become a trusted part of rural life, authentically (FMG) and the Mental Health Foundation (MHF) in
reflecting the experience and insights of farmers. 2015. The Movember Foundation were an important
When launched, Farmstrong aimed to make a funder for the first three years and ACC joined as a
difference to lives of 1,000 farmers. Now six years strategic partner in 2016.
on more than 15,000 farmers and growers are Farmstrong is overseen by a Governance Group
attributing an improvement in their wellbeing due made up of executives from the founding and strategic
to their involvement with Farmstrong. partners, and delivered by a small, specialised team. It
is supported by a wider group of contributors including
farmers, growers, FMG employees, industry groups,
businesses and community members who donate
their time and funding.
An award-winning programme
In 2020, Farmstrong took out the top national
health and safety award for making the best overall
contribution to improving workplace health and
safety in New Zealand. It also took out the prize for
the best leadership of an industry sector or region.
6 ALL ABOUT FARMSTRONG 2022 How Farmstrong The face of Farmstrong is farmers who’ve come on board, care about improving their own wellbeing and the wellbeing of the sector. Farmstrong encourages farmers to ‘lock in’ good-for-business habits and thinking strategies by: • Using Farmstrong ambassador, rugby great Samuel Whitelock to promote key messages, resources and events. • Creating tools and resources based on the latest wellbeing science specifically tailored for farmers. These are delivered via our website and face-to-face at agriculture events, workshops and educational forums.
ALL ABOUT FARMSTRONG 2022 7
Works
• Sharing farmer-to-farmer stories • Working and collaborating with
about what works for them in rural organisations such as Dairy
rural media and social media NZ, Beef + Lamb New Zealand, NZ
channels. Young Farmers, the Rural Support
• Organising and supporting events Trust, Hort NZ, Farming Mums
that help farmers stay connected. NZ, Dairy Women’s Network,
Farmstrong is also a regular at Rural Women NZ, Agri-Women’s
agriculture Field Days. Development Trust, NZ Shearing
Contractors’ Association and
Farming Women Tairawhiti.
8 ALL ABOUT FARMSTRONG 2022 Connecting rural communities — Farmstrong.co.nz The Farmstrong website is a one-stop portal to a wide range of resources, events and activities and attracts heavy traffic. It has successfully connected a geographically diverse and remote audience. Farmers can access resources wherever they are, whenever it suits them. In any given year, the website attracts over 75,000 unique visitors. Farmstrong also makes extensive use of social media to build a community of interest and engages with over 11,000 fans. Throughout the year it supports two-way conversations on wellbeing topics dear to the hearts of farmers and growers and relevant to the seasonal farming calendar. Farmstrong videos receive over 300,000 views a year. Farmstrong also delivers content online for use by learners and farming and agribusiness education and training courses. Farmstrong has a growing and active network of industry and community-based supporters who share its tools and resources locally.
ALL ABOUT FARMSTRONG 2022 9
You Matter, Let’s Natter
Just listening to someone who is ‘under
the pump’ can make a huge difference to
how they feel. Sharing the ups and downs To brush
of farming helps manage pressure. up on your
listening skills
You Matter, Let’s Natter is a Farmstrong and find out more
initiative designed to pass on the listening about
skills that help people support each You Matter,
through tough times. Let’s Natter, visit
farmstrong.co.nz
It encourages farmers to regularly catch up
with mates and neighbours over a cuppa
to see how they’re going.
It also provides practical tips on what
makes a good listener and how to start
a ‘convo’ with someone who may have
dropped off the radar.
Branded mugs and biscuit packs
encourage farmers to visit a mate, put the
billy on and chat.10 ALL ABOUT FARMSTRONG 2022
As farmers we need to use
everything at our disposal to
look after each other. One
of the easiest resources
we have is a set of ears! I
helped out Farmstrong and
spoke to a lot of farmers at
Fieldays and you could just
see when they walked away
that their backpack didn’t
feel quite so heavy. There’s
no doubt that having a
friendly ear turn to is much
better than having none.
Paul Walker, dairy farmer, Pongakawa
I think as a farming
community, this is just
another way to help each
other, isn’t it? Look at what
happened with the floods
down south, farmers were
helping each other out
straight away with fencing
and so on. Well, why can’t
we have a chat and help
each other out that way
too?
Stephen Crossan, dairy farmer, Te PukeALL ABOUT FARMSTRONG 2022 11 I think Farmstrong’s awesome. There are certainly times of the year in farming when people can get very down, like during calving when it’s been raining constantly and you’ve got the wet weather gear on. That’s why having good people to talk to and other things happening in your life is essential. Todd Reeves, dairy farmer
12 ALL ABOUT FARMSTRONG 2022
Working with growers
Building on our work in agriculture,
Farmstrong has extended its reach into
horticulture. In 2021, we commissioned
research to better understand the
challenges to the wellbeing of people
working in horticulture and viticulture.
The sectors covered were:
• vegetable • wine
• other fruit • kiwifruit
and berries • avocado.
The main wellbeing challenges identified were:
workload/fitting everything in, work on compliance,
lack of available employees/contract workers, not
enough time away from work, feeling stressed coping
with ups and downs of work/business and fatigue.
Encouragingly, there was a high level of interest Growers were also keen to share practical
among growers about learning more about wellbeing advice via authentic, horticultural stories.
improving their wellbeing through Farmstrong.
Farmstrong now works collaboratively with the
94% of those surveyed had a ‘high’ or ‘moderate’ horticulture sector using industry channels and
interest in one or more of the wellbeing topics publications to reach a wider audience with
listed, such as thinking strategies, nutrition, tailored wellbeing resources, attending industry-
exercise, sleep, people skills, self-confidence, specific fieldays, conferences and events where
employee management and managing workload. growers come to talk about issues.ALL ABOUT FARMSTRONG 2022 13
Grower to
Grower
Farmstrong encourages people to get off
farm or orchard and get involved in their
community. It’s so easy to get isolated and
trapped in your own space and your own
head sometimes. That’s why you’ve got
make time to do other things.
Simon Cook, Kiwifruit grower/contractor
To a certain extent, we
all have to grin and bear
things, but if you’re really
feeling under the pump,
don’t be afraid to step
out, leave the phone at
I like what Farmstrong is home and do something
on about. Now is the time different for a day.
to discuss these ideas Once you’ve got things
and act before things get in balance, you’ll be all
potentially even tougher. right no matter what’s
People have different happening in the industry.
levels of anxiety and Kiwifruit industry stalwart Marty
stress in all jobs so it’s Robinson
good to reach out. It takes
an ongoing commitment
to look after yourself, it’s
not a short fix.
Sean Carnachan, Kiwifruit grower/
contractor14 ALL ABOUT FARMSTRONG 2022
If you are doing right by people, they will do
right by you. It’s an intentional journey to
improve workplace wellbeing. You have to
keep trying and keep moving forward.
Paul Fawcett, general manager of engagement and culture, Baygold.ALL ABOUT FARMSTRONG 2022 15
Supporting local communities
Supporting events that help farmers Over the years we have been involved in
and growers stay connected and comedy shows at rural halls, community fund
raisers, sporting events such as touch rugby
have breaks is a big part of what we
tournaments, cricket games and even a cycle tour
do. We network with communities to
involving 1,600 farmers and their families.
help them organise events that boost Farmstrong is also a regular at agriculture
people’s wellbeing and raise awareness Field Days round the country and iconic events
about living well to farm well. such as Golden Shears.16 ALL ABOUT FARMSTRONG 2022
Farmer to
Farmer
It’s funny isn’t it? We
do farming courses, but
nowhere do we learn about
how to look after ourselves,
how to eat properly, how
to call a friend if you’re in a
stressful situation. That’s
why I think Farmstrong’s
I really care what happens on this farm the best thing since sliced
physically and environmentally, but I bacon.
can’t run my business without good staff. Tangaroa Walker, dairy farmer
That’s why I tell people, ‘I’m not in the dairy
industry, I’m in the people industry.’ Farming
is not just about cows or sheep, it’s actually
about people and if you get the people side
right, you’ll get it all right.
Terry Murray, dairy farmer
I’d love our industry to get
to the stage where people
ask you not ‘how’s it going?’,
but ‘Are you good, are you
If you keep every farming
ok?’ You don’t need to fix
challenge inside your own head,
people’s problems to have
life soon becomes overwhelming.
these conversations. All
That’s the stuff that wakes you
you have to do for someone
up at three in the morning and no
going through tough times is
one working on a farm needs lack
sit there and listen.
of sleep. That’s why it’s great to
Gary Sunshine-Tervit, farm manager
have a natter and get things off
your chest.
Amber Carpenter, dairy farmerALL ABOUT FARMSTRONG 2022 17
Managing the isolation can be the toughest thing.
Moving to places where you know no one. I’ve
made sure I’ve established a network of people I
can reach out to when I need to. People who are
dealing with the same issues I am. People are
willing to share knowledge and provide feedback
if they can, but first, you’ve got to talk.
Cheyenne Wilson, contract milker/agribusiness student
To be a high-functioning person on I’m a firm believer in
farm you need recovery time. The All Farmstrong. I love the idea
Blacks don’t play 50 tests a year, but of ‘live well, farm well’ and
as farmers we often think we can do it, the notion that if you’ve got
but you just can’t. It’s not possible. It’s your life in balance, then the
going to catch up with you. I think the farm is just naturally going
bigger question farmers should ask is to go well. That makes a lot
this - why are we farming? We all want of sense to me.
to provide our families with this great Geoff Spark, dairy farmer
lifestyle, but if you’re not going to be
there for them, what’s the point?
Jason Halford, farm manager
My message to farmers is that while some stress
is normal, when it becomes overwhelming you’ve
got to do something about it. Don’t wait for years
and years and suffer like I did. The main thing
I’ve learnt is that before you can look after your
family, your farm and your animals, you’ve got to
look after yourself.
Marc Gascoigne, dairy farmer18 ALL ABOUT FARMSTRONG 2022
Our Research
The better we understand farmers and These large studies have attracted widespread
growers, the more likely we are to develop interest and media attention. Each has identified
solutions for them that are relevant and the key challenges to wellbeing faced by the
meet their needs. study participants, the wellbeing topics they
are most interested in and their preferred
Farmstrong’s launch in 2015 was underpinned by
communication channels.
milestone research into the wellbeing of farmers.
Since then we have also completed research Farmstrong actively shares its research,
into the wellbeing of Younger Farmers, Women methodology and key learnings with a wide range
in Farming, people working in Horticulture and of other organisations and industry sectors,
Viticulture and the Link Between Diminished nationally and internationally.
Wellbeing and Farmer Injury.
r farmers wellbeing
Younge
working in
35 years of age
women under ir wellbeing.
ds of men and ld improve the
wellbeing nee
h to better understand the the things they thought wou
Interest in
sioned researc and
ed them most
mstrong commis ch wellbeing topics interest
t to cs
wellbeing topi
In early 2018, Far e mos
uld contribut
whi
arch also asked
farming. The rese
Things that wo
llbeing
ed improved we MEN
Who compl?et WOMEN Men expressed
‘high’ interest
in the
the survey MEN
s:
following topic ups and
getting more/ gies to deal with
The research comp
rised an online
survey
279 men and more time off
ity
39 % better qual
23% thinking strate
downs of farm ing
completed by
in-depth, face-
616 women and
to-face and phon
e interviews
44% the farm –
including by
sleep
getting
23% how to be
peop le
happy
skills /communicatio
n skills
31%
and 16 men. 22%
with 15 women gement.
ger farmers, myself or with more 22% staff mana
thank all the youn
the family
WOMEN‘high’ interest in:
We would like to
Wellbeing in the
supported and exercise
networks that
organisations and
research. getting more/ more time
28%
Horticulture Sect
took part in this
33% better quality ssed
off the Women expre
sleep farm 32% nutrition
What did we
or
happy
28% how to be In early orth, self-compassion
eating ence, self-w2021, Farmstron
find out? ger farming
men
28 % healthier 27% self-confid
andgies
26% thinking strate
and downs
vitic
to deal
g in part
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with ups
also asked which
wellbeing topics
d research to bett
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64% of the youn en interested them wellbeing needs of
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and 77% of youn
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WOMEN
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A vast majority find out? Things that would
MEN
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en and 74% of link between
highlighte thewellbeing
Across the sector
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growe
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/acci horticulture as having a ‘large’ or reported
improved wellbe to
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their wellbeing workload/ fittin
g wellbeing and andofviticu en reported havin
greater negative impac reported the largest
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in wanting to in
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farm survey participants: of
and resilience everything in injury on the Fruit and Berries. d by Other
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While younger
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23% impo rtant relationsh
ips
lack of sleep
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34%
Nearly half (48%)
When survey partici
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34
s, there felt that a wellb in that time period. of Vegetable grower
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face similar wellb times in their ‘wors Wine’
• t injury compliance
‘Not enough time
away from work’ as that do or could contrib
differences some of sleep or poor for having a ‘large’ most to their wellbe ute
were notable ct of these issues. 22% lack 30
not enough time • Kiwifruit
or greater negative
impact on their wellbe
ing, the most mentio
ned were:
32%
the impa quality sleep % myself. ing.
how they rated organ ised the key Workload/fitting Nearly half (49%)
of those working in Quality sleep
n we have of negative • Avocado
For this reaso not enough time ted higher levels fruit and berries sector the Other
21% for myselfgh time off the
everything in (33%)
er. Women repor the men, reported ‘lack of availab
findings by gend wellbeing than • Other fruit and employees/ contra le
impact on their berries.
29%
ing fulltim e as ct workers’ as having Having sufficient good
not enou en work Lack of available emplo greater negative impac a ‘large’ or
lf or particularly wom
20% farm (either by myse
with family). sharemilkers/co
ntract milkers. Qualitative in-depth
interviews with 53
face to face contract workers yees/
In the qualitative intervi
t on their wellbeing.
ews, availability of
employees/contrac
t workers (31%)
28%
people in a staff, particularly good Exercise
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OF THE REPORT
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FOR A COPY ominantly Feeling stressed coping
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of Interest in impro Having good person
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.
al
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mer In 25
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r
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link.FARMSTRONG 2015 -2021 19
Monitoring Progress
Farmstrong uses the Results Based
Accountability (RBA) Framework to measure and
track progress so we know what improvements
farmers have made through their involvement
in Farmstrong. We use both quantitative and
qualitative research methods to track and
monitor progress.
An annual telephone interview survey with a
random sample of 450 farmers and growers
asks about their awareness of and engagement
in Farmstrong, and what changes have occurred
over the last 12 months in the following areas:
ability to cope with the ups
and downs of farming,
amount of
sleep,
amount of time
away from the farm,
balance between work
and leisure,
level of contact
with friends,
amount of
exercise,
contribution to other farmers
or local community, Farmers/growers
who have engaged
time spent learning in Farmstrong are also
new things, asked how much they would
attribute improvements
time spent taking more in these areas to their
notice of the small things in involvement in
life that bring enjoyment,
Farmstrong.
amount of time their work was
impaired by an injury.20 ALL ABOUT FARMSTRONG 2022
Raising awareness
Farmstrong is now a well-established brand in the rural sector.
Our core target audience, based on 2013 Census data, is 78,024 people
identifying themselves in ‘farmer’ and ‘farm worker’ occupational groups.
Over the past six years, our annual survey of 450 farmer owners has shown
huge increases in awareness levels among farmers of Farmstrong and its
messages via Sam Whitelock.
Awareness levels rose from 31% of farmers three months after launch in 2015
to 77% of farmers in June 2021. Of this number 25% recalled the Farmstrong
brand without being prompted.
Farmer Awareness of Farmstrong
100% Total
Farmstrong
awareness
(unprompted and prompted)
80%
77%
71%
61% 61%
60%
50%
44% Unprompted
awareness
40% Farmstrong
31%
25%
24%
20% 18%
11% 14%
7%
4%
0%
2015 2016 2017 2018 2019 2020 2021
The upward arrows on the graphs indicate significant differences between years.ALL ABOUT FARMSTRONG 2022 21
Changing behaviours
Changing traditional attitudes and behaviours is a significant challenge.
Farmstrong’s mix of farmer-to-farmer stories, workshops, events and online
resources are making a measurable difference. Our latest 2021 annual
dashboard results, based on a random sample survey of 450 farm owners,
found:
22% of farmers surveyed attributed some level of improvement in their wellbeing
to Farmstrong (over 15,000 farmers and farm workers).
10% of farmers and farm workers reported a ‘moderate’ to ‘large’ improvement in
their wellbeing and their ability to cope with the ‘ups and downs’ of farming (6,000
farmers and farm workers).
Improvement attributed to Farmstrong
Any level of
improvement
22% 22%
20% 20%
18% ‘moderate’
or ‘large
improvement’
13%
11% 10% 10%
10%
8% 9%
0%
2017 2018 2019 2020 2021
The upward arrows on the graphs indicate significant differences between years.22 ALL ABOUT FARMSTRONG 2022
Increasing engagement
Farmers and growers engage with Farmstrong through the following channels:
• attending workshops, webinars, visiting Farmstrong at Field Days and local Ag
events
• accessing resources and blogs on the Farmstrong website and via social
media,
• reading articles and sharing their stories via Farmstrong, on radio, TV and in
Farmers Weekly and other print media.
Our 2021 survey found 36% of all farmers have participated in Farmstrong over
the last six years (over 24,000 farmers and farm workers.)
32% of farmers/growers reported engaging in the last 12 months (over 22,000
farmers/growers and farm workers).
A key insight is that those who engaged more in Farmstrong report higher levels
of improvement. Farmers who engaged with Farmstrong through three or more
channels were significantly more likely to report improvements in their wellbeing
than those who had never engaged with Farmstrong.
You can’t just be head down,
bottom up and chasing your tail all
the time in farming or you’ll burn
out. Your wellbeing has to come
first. People need to recognise
when they are under the pump
and do something about it. Talk to
your partner, talk to your friends,
keep an eye out on your mates. If
people aren’t turning up at Field
days and farm discussion groups
get in touch with them.
Richard Tosswill, sheep and
beef farmer, WairarapaALL ABOUT FARMSTRONG 2022 23 As farmers we’re buffeted by so many external factors beyond our control that it’s easy to focus on the negatives and forget about the good things that are constantly happening. That’s why it’s important to celebrate your wins. The fact that your ewes are in tremendous order or your feed is finishing your lambs well. If you stop to celebrate these things, I’m convinced it keeps you and your business in good shape. Jack Cocks, sheep and beef farmer, Mt Nicholas Station
24 ALL ABOUT FARMSTRONG 2022
Spreading the Message
Farmstrong’s website is the main portal
to an extensive amount of farmer-based
video and downloadable resources on the
various wellbeing topics. Since 2016 there
have been over half a million unique visitors
to the website. More than 30 rural media
outlets have featured Farmstrong
stories. Farmstrong stories
and ideas also feature
heavily during Mental Farmstrong has
Health Awareness collated a selection
week in television, of these stories into an
radio, print and inspiring book that shows what
social networks. it takes to be Farmstrong. A range
of farmers share how they overcome
the challenges of a physically and
mentally demanding job and
make time to look after the most
important asset in their business
– themselves, their families
and their team.ALL ABOUT FARMSTRONG 2022 25
People who stay Farmstrong invest in
5 simple habits called the 5 Ways To Wellbeing.
www.farmstrong.co.nz
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FST003826 ALL ABOUT FARMSTRONG 2022 Looking Ahead Our ‘Big Hairy Goal’ Our Strategic Priorities 2020–2025 By 2025 we want: are to: • 20% of farmers and growers • extend Farmstrong’s reach attributing to Farmstrong an to more groups working in improvement in their ability to agriculture and horticulture. cope with the ups and downs • increase the number of people of farming. attributing improvement in their • 30% unprompted recall of the wellbeing to Farmstrong. Farmstrong brand. • support more people to share • 40% of farmers and growers Farmstrong messages and engaged in one or more ways content. with Farmstrong initiatives. • increase the scope and depth of our wellbeing content, with material for both individuals and workplaces.
The number one thing is to look after myself. If I don’t look after myself, I can’t look after my family, my team, my farm. Dylan Ditchfield, Dairy farmer, Southland
28 ALL ABOUT FARMSTRONG 2022
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