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! 

Proud winners of the "Emerging Business" category of the NZI Rural Women Business Awards 2020

"The Grass Roots Media team is passionate about digital communications and recognises how important it is to be nimble in creating each client’s social media strategy to reflect their business."

- Rural Women New Zealand

Boss Lady

Chelsea is the Owner of Grass Roots Media and 'Boss Lady'. Think of her like the team captain and your primary contact. She will be the one to discuss your current business, develop social media goals, finalise contracts, build your website, and help set the course for the rest of our team. 

Chelsea has a background in agribusiness, social media strategy and marketing, digital & print marketing. She has developed a passion for digital communication over the past few years and sees it playing an important role in telling the NZ Food and Fibre Inc. story now, and in the future. 

Email -
Facebook - Grass Roots Media NZ
Instagram - @grassroots_media
LinkedIn - Chelsea Millar

Chelsea Millar

G.I Ops

Anna grew up on sheep and beef farm at the top of the South Island, and in later years in the Wairarapa. She loves making the most of every opportunity, which allows her to swap her city shoes for boots and get back out into the country. Adding to our team of photographers, Anna also loves getting her camera out to capture those special moments.

Anna is a passionate member of the rural community. Within GRM think of her like your businesses social bird at the social media party. She will comment, chat, connect, develop relationships, answer DM’s and build brand advocacy on your behalf. Don’t worry, if there is something requiring expert level, she will bring you into the conversation.

Email -
LinkedIn - Anna Bailey

Anna Bailey

Wordsmith Warrior

Born and bred in Palmerston North, Lauren has always been a lover of creativity, telling stories and connecting with others. 

Studying a Bachelor of Arts at Massey University, over the years Lauren took on internships, volunteer and part time roles, while working full time to boost her social media, communications and marketing experience. 

A few highlights for Lauren include attending E3 gaming expo in Los Angeles as media and working alongside New Zealand publishers to review new releases on their blogs. 

Her most recent role allowed her to dip her toes in the agricultural sector, marketing for the popular agriculture brand Stallion, and it looks like she's here to stay!

LinkedIn: Lauren Hutchinson

Lauren Hutchinson

Community Manager

Frayja is a born and bred country girl, growing up in the rural parts of New Zealand and never too far away from a paddock full of horses. Science has always been a passion of hers, so studying a Bachelor of Science at Massey was an easy choice. 

Since the start of her degree, she has found her way into the agriculture and horticulture science industry and is excited for the future of this industry and her career. A Masters in Science is the next step for her, so she’s here to stay in the industry!  

In addition, she has developed a passion for entrepreneurship and working with small businesses during her time at university and is excited for the future of combining these skills into the world of digital marketing and the food and fibre industry.

Email -

LinkedIn - Frayja Elliott

Frayja Elliott

V.A Superstar

Tam is passionate about systems and processes and keeping everyone organised. She loves her role as a V.A and considers herself the GRM gate keeper. Tam has a background in Administration, Travel, Events and Digital Marketing. She helps us develop solutions and strategies to ensure we are being as efficient as possible and of course takes care of all our admin.
Tam calls South Canterbury home which is full of grassy plains, clear lakes and snow capped mountains where she met and married crop farmer, Victor. Where she can, Tam takes the opportunity to get her hands dirty and catch up with what is happening on farm.

In her downtime, you will find Tam spending time with her family, enjoying the outdoors, boating at the lake and travelling our beautiful country.

Email -
LinkedIn - Tam Johnson

Tam Johnson