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.

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LinkedIn - Anna Bailey

Anna Bailey

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

Social Composer

A born and bred city girl, Amy gave up the city life for gumboots after she met her Kiwi husband while on her OE in London. You’ll now find her and her young family “living the dream” on their farm in Five Forks, 30km inland from Oamaru.

A creative marketer and purposeful communicator, Amy enjoys building effective relationships and helping organisations to connect with people and share their stories. Previous experience includes social media, digital and print marketing, communications and graphic design.

Amy considers herself a personal development junkie, thriving when she is learning and growing.

Amy is passionate about her community and in her spare time she is involved with the Otago Rural Support Trust, she is a volunteer with North Otago Land Search and Rescue, and she is on the committees of other local community groups.

LinkedIn: Amy Francis

Amy Francis

Social Alchemist

Amber is a born and bred Auckland gal who grew up on the beaches of urban east Auckland.  She swapped her heels for red bands when she met her husband and found a passion for agriculture and the primary industries.  Now a dairy and beef farmer she still gets the best of city life and country life farming on the outskirts of South Auckland with her husband and young family.

Amber has a diverse background from her corporate career before farming which has been a skill set she has been able to utilise within all businesses or ventures over the years.

She’s a social bunny who loves to connect with people and in her free time you will find her getting out and about with her family soaking up all NZ has to offer, enjoying a cheeseboard or coffee with friends or getting involved with community organisations like the NZDIA.

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LinkedIn - Amber Carpenter

Amber Carpenter


Chelsea is a country girl through and through, she grew up on a dairy farm and is a driven, enthusiastic individual with a passion for the dairy industry and the local community. She has over 10 years’ experience working on dairy farms and most recently as a sales consultant for a New Zealand dairy Genetics company.

She thrives off a challenge and completed the Kellogg Rural Leadership Programme in 2021, this gave her the confidence to branch out and try new things.

Chelsea is based in the beautiful Christchurch and in her down time she enjoys walking her Labrador, Beau to new spots in and around the city and sharing the odd Chardonnay with family and friends.

Email -
LinkedIn - Chelsea Smith

Chelsea Smith

Chit Chatter

Sarah comes from the sunny Te Puke, where she has been surrounded by the food and fibre sector her whole life. She's inspired by the people, innovation and opportunities within the Primary industries. Sarah has moved to Palmerston North to complete her Bachelor of Agribusiness at Massey University.

From the propagations station set up in her kitchen to running the Massey Horticultural Society, Sarah is passionate about all things horticulture. She recently just finished a 13-week internship at Zespri and is excited to bring her knowledge to her clients at Grass Roots Media.

Outside of getting to sign-ups for the Massey Horticultural Society, Sarah loves to play
Netball, swim at the beach and explore all the amazing places New Zealand offers.

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Sarah Wilson