New partnership to boost access to mental health support for farmers and growers

An innovative new partnership is set to transform access to mental health and wellbeing support for rural New Zealanders.

Farmlands, New Zealand’s largest farmer-owned rural supplies co-operative, has partnered with Rural Support Trust and digital wellbeing platform ignite to launch a free online mental health and wellbeing service for farmers and growers across Aotearoa.

The digital delivery model will allow rural communities better access to mental health and wellbeing specialists. The digital model means more people can access support when they need it without having to travel long distances - strengthening the mental wellbeing of rural communities.

"Our shareholders are farmers, growers and their families. Standing alongside them when life gets hard is what a co-operative does. The barriers to mental health support in rural New Zealand are real: distance, cost, time off the farm, the discomfort of walking into a waiting room where everyone knows your name. This partnership takes those barriers away. "With ignite's technology, farmers choose how they get support: in person or online, wherever they are. Even if that's the middle of a paddock. "Our rural community doesn't clock off. This partnership is about making sure support is there when and where farming families need it."

The three-year partnership will provide more than 1,500 sessions, with the digital platform to gives farmers, growers, farm workers and their whānau free access to vetted counsellors, psychologists, career coaches, nutritionists and other wellbeing professionals who will be available online, by phone or in person through ignite’s digital platform.

The partnership was announced at the Rural Industry Leaders Dinner on the opening night of Fieldays 2026 and comes as the Government’s draft Mental Health and Wellbeing Strategy 2026–2036 identifies rural communities as a population group experiencing poorer mental health outcomes.

Rural Support Trust operates across 14 regions in New Zealand, providing free, confidential, one-on-one support to rural families.

“Our facilitators have been walking up driveways for years, connecting rural families with support and help. Our partnership with Farmlands means we can now offer easier access to professional support when previously it may not have been possible due to access, cost and travel time.” said Michelle Ruddell, Chairperson at Rural Support Trust.

“It’s a game changer for communities where getting to a counsellor might mean a two-hour round trip.”

For technology provider, ignite, the partnership is an opportunity to help provide support to a part of society that has traditionally been underserved.

“This is about helping rural communities connect to specialist mental health and wellbeing support areas that aren’t offered locally,” said Sarina Finucane, Director of ignite.

“This platform also offers more than just counselling. It’s holistic wellbeing, and alongside mental health providers users can book a session with a dietician, a business coach, or a financial mentor. It’s about resilience and growth, not just crisis support.”

The partnership forms part of Farmlands’ Rural Never Rests brand, which focuses on supporting the resilience and sustainability of rural communities and businesses across New Zealand.

Sessions are available to book from today through rural-support.org.nz