New partnership takes rural wellbeing support beyond the counsellor’s chair

A new partnership between Farmlands, Rural Support Trust and digital wellbeing platform ignite is set to make it easier for farmers, growers, farm workers and their families to access mental health and wellbeing support, without leaving the farm gate.

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

The partnership will provide more than 1500 free sessions through ignite, connecting rural people with vetted professionals online, by phone or in person.

While counselling and psychology support will be available, the service goes wider than traditional mental health care, offering access to career coaches, dieticians, financial mentors and other wellbeing professionals.

For Rural Support Trust chairperson Michelle Ruddell, that broader approach is what sets the partnership apart.

“That’s the beauty of it, and that’s what this is aiming to do,” she says.

“It’s aiming to get that professional support to farmers and growers who traditionally don’t engage with those services easily.

“This isn’t just about getting to a counsellor or psychologist. It’s about that holistic view where you might need business coaching, financial mentorship, a dietician, a counsellor or a psychologist.”

Farmlands chief executive Tanya Houghton says rural communities should not have to face tough times alone.

“At Farmlands we know rural never rests, and rural communities shouldn’t face the tough times alone,” she says.

“We’re proud to be there when support matters most.

“Our shareholders are farmers, growers and their families. Standing alongside them when life gets hard is what a co-operative does.”

Houghton says the barriers to mental health support in rural New Zealand are real, from distance and cost to time off farm and the discomfort of sitting in a waiting room where everyone knows your name.

“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.”

Ruddell says the funding Farmlands has committed will enable Rural Support Trust to extend its reach into rural communities.

“Ignite is a digital health and wellbeing platform, and Rural Support Trust exists to support our farmers and growers and our rural communities with mental health and wellbeing support.

“The funding Farmlands has committed to this partnership is going to enable Rural Support Trust to further its reach into our rural communities.”

Ruddell says rural people can face very real challenges when trying to access support, including distance, cost, time off farm and privacy concerns.

“This partnership breaks down the barriers and enables rural people and rural communities to access mental health and wellbeing services from the privacy of their own home.”

The first three sessions are free.

Rural people can access the service directly through the Rural Support Trust website, or with the support of a Rural Support Trust facilitator.

Ruddell says someone may be working with their local facilitator and together identify that they would like to meet with a counsellor, for example.

“Together online you can go in, read the bios of the counsellors that are there and pick someone based on that information.

“Then you can look up when they’re free to see you and how you want to interact with them. You put in a few details, confirm the appointment, and it lets you know that you’ve just booked in for your first of three free sessions.”

Those who want to continue after the three funded sessions can do so at their own cost.

Ruddell says people do not need to be referred by a facilitator to use the service.

“If you need a helping hand, we are there, but otherwise you can jump on the Rural Support Trust website, follow through on the ‘I need some professional help’ pathway, and it takes you through to a three-step guide on how to book the session.”

Users can choose someone based on their needs, read provider profiles and select whether they would prefer to meet online, by phone or in person.

“They can actually find someone that’s local to them,” Ruddell says.

“It could be on the phone, it could be in person or it could be online.”

Rural Support Trust operates across 14 regions, providing free and confidential one-on-one support to farmers, growers and rural families.

Ruddell says mental health is one of the top three reasons people contact the trust.

“The mental health of our rural sector is impacting on the day-to-day operations of our businesses.

“The pressures of rural life come in peaks and troughs, and mental health is one of the top three reasons why people reach out for support at Rural Support Trust.

“This partnership is going to enable Rural Support Trust to connect our people going through tough times with professional help when they need it.”

She says the ignite platform will not replace the role of Rural Support Trust facilitators, who are known for meeting people where they are, but it gives them another practical option to offer.

“It’s another tool in the toolkit for our people to use.”

Sessions are available through ruralsupport.org.nz.