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

Social Sorceress

Cheyenne is a country girl through and through. She grew up on her grandparent's sheep and beef farm, which made studying a science degree at Lincoln University a no-brainer. Since then, her career has seen her take on a variety of roles in the primary sector before landing her in the world of digital marketing and journalism.

After stumbling across a job advertisement for a junior reporter eight years ago, Cheyenne discovered her passion for storytelling which has taken her all around the country (and abroad!) and landed her the Alltech Young Leaders in journalism award in 2016. She writes for several rural and equestrian publications.

In 2017 she tied the knot with her husband Ken, who is in the Defence Force. They have two daughters, Mackenzie and Lily (who are horse lovers just like mum!) Like a boomerang, Cheyenne has come back to GRM after a stint away. Outside of writing and GRM, she is an avid reader, horse rider and baker.

Email -
LinkedIn - Cheyenne Nicholson

Cheyenne Nicholson

Social Roamer

A true 'Naki girl, Ellie grew up on a farm in rural South Taranaki and hasn't been able to stay away from the farming industry ever since. After a short stint in Auckland to complete her studies in science, Ellie moved to the Waikato where she has spent the last five years supporting innovation in the dairy farming sector. 

Ellie has a passion for working with small, innovative agricultural businesses and using her unique perspective to help them flourish. 

Currently a 'digital nomad', Ellie is taking 2023 to travel as much of the world as possible. When she's not working, you might find her doing anything from swimming with sharks in Belize, climbing a mountain in Guatemala, to sampling wine in the South of France.

Email -
LinkedIn - Ellie Whelan

Ellie Whelan