This is the first episode in a new series where we sit down with good keen Kiwi farmers and simply have a chat – how they got into farming, what drives them, and what they’ve learned along the way. We’ll release one each month.

For our first ‘Meet the farmer’, we’re joined by Jimmy Emmett, a South Canterbury dairy farmer who took an unconventional path into the industry.

A self-confessed city boy, Jimmy swapped hospitality management for contract milking 17 years ago and hasn’t looked back. He’s now the South Canterbury dairy chair for Federated Farmers, was named Dairy Advocate of the Year in 2025, and before all that, was running a popular bar in downtown Christchurch.

He’s the most recognisable voice in rural New Zealand but you’ll usually hear The Country host Jamie Mackay asking the questions rather than answering them.

In this episode, Jamie sits on the other side of the mic to reflect on his early farming career, the twists and turns that led him into broadcasting, and how a rugby-mad bloke from Southland ended up shaping national conversations from the studio and the showgrounds.

He shares some of the stories he’s collected along the way, including his favourite guests over the years, some forgettable moments, that infamous ‘red shirt’ moment with John Key, and meeting Helen Clark after a big night out with the Mad Butcher.

Beyond the laughs, Jamie also opens up about the causes close to his heart, why he’s never been afraid to say what he thinks, and what motivates him to keep standing up for rural communities.

Honest, funny and full of insight – this is Jamie Mackay, unfiltered.

What actually happens to wool after it leaves the sheep’s back?

In this episode, Breanna Hayes, supply growth manager at The New Zealand Merino Company, and Nathan Watt, trading manager at New Zealand Wool Services International, explain how the wool industry works, why strong wool in particular faces challenges, and what farmers can do to improve outcomes.

They unpack who the players are in the supply chain, share insights on the future of wool, and discuss why they're feeling confident that wool prices will continue to lift.

Useful links

New Zealand Wool Services International

The New Zealand Merino Company

What does the rise of artificial intelligence mean for Kiwi farmers? Where does gene technology fit into New Zealand’s farming future — and what are the real opportunities and risks? And which global trends should farmers be paying close attention to right now?

In this episode, we’re joined by Jarred Mair, chief insights officer at MPI. Jarred has spoken at a number of Federated Farmers events around the country, sparking plenty of interest and discussion, and we sat down with him to unpack the big picture.

We cover emerging technologies farmers need on their radar, how innovation could reshape on-farm decision-making, and Jarred’s long-term outlook for New Zealand agriculture.

Homekill is booming in New Zealand, and Edgecumbe butcher Toby Barkla is right at the centre of it. In this episode, Toby explains why more Kiwis are choosing homekill, the pressures facing rural meat processors, and why he believes regulated mobile and micro abattoirs could be the future of local meat.

He also shares his own business journey with Plains Butchery, the challenges around waste and by-products, and how innovation could help rural communities keep feeding themselves.

Plains Butchery

In this episode, we speak with two farmers who’ve taken different approaches to diversification as a way to build resilience, create new income, and keep life interesting.

King Country dairy farmer Michael Woodward has added Angora goats to his system to tap into global demand for mohair, alongside a marketing and exporting business. Sheep and beef farmer Laura Morrison has diversified into agritourism, running a farm-based B&B near Marton.

Both are Federated Farmers leaders, and they share practical, real-world advice for farmers thinking about diversification – what’s worked, what hasn’t, and how the benefits can go beyond just financial.

Useful links

Mohair Fibres NZ

Mohair Producers NZ

Farmers Weekly article: ‘Mohair wins ad boost to convert sheep farmers’

The Gullies

Farmers Weekly article: ‘When knowing the ‘enemy’ is part of success’

After several years focused on restoring farmer confidence, the conversation is shifting – from fighting roadblocks to driving the sector forward.

In this conversation, Federated Farmers national president Wayne Langford reflects on a landmark year for rural New Zealand and what it will take for New Zealand farming to be genuinely world-leading again.

We unpack the major policy wins delivered in 2025, including reduced red tape, real cost savings for farmers, and a Government that’s finally backing the sector rather than holding it back.

Wayne shares what he’s most proud of from the past year, the toughest calls he’s had to make as president, and how the organisation’s long-standing policy priorities are tracking.

We also look ahead to the next election, the challenges still facing farmers at a regional level, and what it will take to turn recent wins into lasting progress.

Marc Gascoigne, a Cambridge dairy farmer and Farmstrong Champion, joins us to share his wellbeing journey, including what it was like to suffer in silence for years and what helped him turn things around, including an unexpected conversation with his brother.

We’re also joined by Farmstrong CEO Gerard Vaughan, who helped establish Farmstrong in 2015 and has spent years turning research and psychology into practical tools that actually work for farmers.

As well as Marc’s personal story, you’ll hear about the most common stressors farmers face, what stops them asking for help, and the habits, mindsets and simple actions that make the biggest difference – even during busy seasons like calving and lambing.

This is a practical, honest conversation about what really helps farmers stay well, and how we keep normalising these conversations across the rural sector.

Useful links

Farmstrong.co.nz

Jason Herrick’s mental health story | EP 18

Mental health on the land – what’s the plan? | EP 48

‘How are you really doing?’ — Bex Green’s mental health story | EP 55

How farmers can lead well when the pressure is on | EP 60