Your #agvocates
What's an Agvocate, you ask?
Agvocate /'agveket/ (noun) - A person who publicly supports the agriculture industry.
As a team we lean into our rural roots to create and manage social media communications and campaigns for the Food and Fibre sector. We don't take our team #agvocate titles lightly. We're proud of our agriculture backgrounds and advocating for the industry we love.
Get to know us below or jump on over to our Instagram, where you can see more of our day to day work in action!
Social Alchemist
As the new owner of Grass Roots Media, Amber is no stranger to jumping into the deep end (sometimes literally, thanks to life on a dairy and beef farm!). Coming from the fashion industry she has traded high heels for red bands, and lives just south of Auckland with her husband and two boys, juggling family, farming, and a passion for the primary sector.
A fierce #agvocate, Amber wears many hats - Chair of DairyNZ’s Dairy Environment Leaders, Farmstrong Ambassador, AWDT Escalator graduate, and a finalist for the 2024 Dairy Woman of the Year (no pressure, right?). She’s also a Kellogg’s Rural Leadership graduate, past NZDIA National Executive Chair, and once took out the NZDIA Share Farmer of the Year for Auckland/Hauraki with her husband Fraser, because teamwork makes the dream work!
No stranger to the world of food and fibre social media, Amber has been behind the scenes at Grass Roots Media before, so she knows exactly what it takes to tell the stories that matter and drive real results. Whether you need fresh ideas, strategic direction, or just someone who "gets" the industry, she’s your go-to. Get in touch and let’s make some magic happen!
Email - amber@grassrootsmedia.co.nz
Facebook - Grass Roots Media NZ
Instagram - @grassroots_media
LinkedIn - Amber Carpenter
Amber Carpenter
Social Sorceress
Cheyenne’s been telling the stories of New Zealand ag for over a decade, making science sound simple, turning rural yarns into page-turners, and bringing a strategic eye to everything she touches. With roots in agricultural journalism, science communication, and social media, she’s spent the last five years at Grass Roots Media turning big ideas into content that connects.
Her career has taken her from feature writing for leading rural and equestrian publications to stepping into the deputy editor role at Country-Wide magazine, where she wrangled contributors, edited pages, and steered special editions like Beef, Sheep, and Crops. She’s led live social media coverage for major events, built national content series that boosted both readership and advertising, and knows exactly how to take a story from paddock to page (or screen). Whether she’s writing, editing, or mapping out strategy, Cheyenne brings a creative flair, sharp thinking, and a no-BS approach to every job.
At home, Cheyenne wrangles two kids, a horse or two, a lifestyle block, and a garden that may or may not be under control, depending on the season. Her idea of a good time? Horse riding, a solid book, and knocking things off a very long to-do list.
Email - cheyenne@grassrootsmedia.co.nz
LinkedIn - Cheyenne Nicholson
Cheyenne Nicholson
Social Siren
A wordsmith and storyteller at heart, Annie brings words to life with wit, warmth, and a sharp eye for design. Until recently, she was the National Communications Manager for the New Zealand Dairy Industry Awards, overseeing strategic communications, media relations, and content creation for New Zealand’s premiere dairy industry awards.
Before that, Annie gained valuable experience in radio, TV, and journalism — honing her skills in storytelling, interviewing, and producing content that connects.
When she’s not running trails or shining as an accomplished MC and celebrant, she’s crafting scroll-stopping captions and clever campaigns that make rural brands stand out.
By day (and sometimes night), she’s also a flight attendant, passionate about delivering top-notch service and safety at 30,000 feet.
Known as the Social Siren, Annie’s words aim to connect, inspire, and sometimes even make you smile.
Email - annie@grassrootsmedia.co.nz
LinkedIn - Anne-Marie Case-Miller
Anne-Marie Case-Miller
