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

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Content Sourceress

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 taken on a variety of roles in the primary sector before landing her in the world of digital marketing and journalism.

Since stumbling across a job advertisement for a junior reporter almost six 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 alongside other digital marketing roles.

In 2017 she tied the knot with her husband, Ken, who is in the Defence Force. A year later, they welcomed their daughter Mackenzie into the world, who as it turns out, is an avid horse lover just like her mother.

When she's not working or being chief snack maker, Cheyenne can be found with her nose in a book or out on adventures on her noble steed.

Email -
LinkedIn - Cheyenne Nicholson

Cheyenne Nicholson

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


Growing up in Palmerston North Ella is a bit of a townie. However, she had pet lambs at her grandparents she would routinely feed and has fond memories of being in the paddock with the horses. 

Since being at university, she has developed a passion for looking at ways to solve big problems, including those facing us in the agricultural sector. She believes that innovation is the key to these problems and is excited by the movement in the New Zealand Food & Fibre industry.

Email -
LinkedIn - Ella Moffat

Ella Moffat