Grass Roots Media has recently stepped into its next chapter.
While the new look might be what people notice first, this rebrand was never about changing things for the sake of it.
Grass Roots Media has always had its place in the industry. It has built strong relationships, earned trust, and become a valuable part of the agriculture and regional business space. When I took over just over a year ago, I did so with a lot of excitement, but also a lot of respect for what had already been built.
I did not want to rush in and change things simply because there was a new owner at the helm. I wanted to spend time properly understanding the business. Where it had come from, what made it special, where it created the most value, and where it could go next.
So that is what the past year has been about.
Listening, learning, getting stuck in, and thinking carefully about how Grass Roots Media can best serve agriculture, food and fibre, and regional businesses moving forward.
This rebrand has come from that work.
It reflects where Grass Roots Media has been, the business we are building now, the clients we work with, and the industry we are proud to be part of.
The colours have been drawn from the land. The textures feel grounded and real. The overall look is natural and connected to the environments our clients live and work in every day.
It was never about becoming something completely different.
It was about evolving with intention, while staying true to our roots.
The digital marketing opportunity for the food and fibre sector in New Zealand
Working in digital marketing for agriculture, you see it every day. There are some incredible businesses across New Zealand’s food and fibre sector doing important work, but many are still not showing up online in a way that reflects that.
It’s not a capability issue, and it’s definitely not a lack of stories.
If anything, there is more insight, experience, and value sitting within rural businesses than most sectors could ever dream of. But too often, it stays there. In the yard, in the office, or in conversations at events.
Not online, where the next customer, employee, or opportunity is looking.
There is still a mindset in parts of the sector that if you’re doing a good job, the work should speak for itself. And to a point, it does. But the reality is that people are making decisions long before they reach out. They are searching, scrolling, and forming opinions based on what they can find.
If your business isn’t visible, or if your digital presence doesn’t reflect the quality of what you do, you’re making it harder than it needs to be.
This isn’t about “going viral” or posting for the sake of it. It’s about using social media and digital marketing in a way that builds trust, strengthens your brand, and makes it easier for the right people to find and choose you.
Why rural businesses need to show up online
For rural and agri businesses, showing up online is no longer a “nice to have”.
It plays a role in:
attracting and retaining good people
building trust with customers and partners
strengthening your position within the industry
shaping how your business, and the wider sector, is perceived
Your digital presence is often your first impression. Before a phone call, before a meeting, before a conversation at an event, people are checking you out online.
And whether it’s intentional or not, that presence is telling a story.
The question is whether it’s the right one.
What the South Island Dairy Event reinforced about storytelling in agriculture
This really came to life at the South Island Dairy Event, where I ran a workshop alongside Allie King on personal branding and storytelling in the dairy sector.
What stood out wasn’t just that farmers are interested in social media. It’s that they’re already doing it, just not always recognising the value of it.
We talked about the idea that a lot of what gets posted now is simply a glimpse into the daily round. Moving stock, feeding out, a quick update from the shed, something that feels normal to them but is actually interesting, educational, and engaging to someone else.
That shift is important.
Because it takes the pressure off trying to “create content” and instead reframes it as sharing what’s already happening.
The conversation quickly moved away from “what should I post” and into “why does this matter”.
It matters because those small, everyday moments are what build connection. They give people outside the farm gate a better understanding of the work that goes into producing food, and they help bridge a gap that has been growing for a while.
It also matters at a business level.
Those same posts can help attract staff, strengthen relationships within the industry, and position a business as one that is open, progressive, and engaged.
What came through strongly was that this isn’t about becoming something you’re not. It’s about recognising that what you already do has value beyond the farm, if you’re willing to share it.
The opportunity from here
There is a real opportunity in front of the food and fibre sector in New Zealand.
Not just to be present online, but to use digital marketing in a way that supports business growth. To tell their stories, build stronger brands, and create meaningful connections with the people who matter.
The businesses that are leaning into this are already seeing the benefits. They are building trust, attracting opportunities, and staying relevant in a fast changing environment.
For us, this next stage of Grass Roots Media is about continuing to support that shift.
Helping great businesses tell their stories.
Making digital marketing feel practical and achievable.
And bringing a bit of energy into a space that, at times, can take itself a bit too seriously.
Because there is nothing boring about this industry. It is full of energy, innovation, and stories that genuinely matter. It deserves to be seen that way.
If you’re thinking about how your business shows up online, or where digital marketing could take you next, we’re always up for a conversation.
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