A new group set up to support farmers and promote a greater understanding of farming among city-dwellers is gaining momentum.
AgProud was launched by Southland farmers after a high-profile public awareness campaign against the practice of winter grazing.
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Group spokesman, dairy farmer Jon Pemberton, said the group wants to promote positive farming practices, raise awareness of rural people's mental health and create a better understanding of what farmers do.
"We want to strengthen the relationship between the urban and ag communities," he said.
Pemberton said this is where a lot of the misunderstanding happens.
The group is holding a barbecue in the Octagon in Dunedin on Friday in an effort to engage with the urban population.
"Townsfolk can come along and ask questions and we can explain the reasons we do what we do."
He said as well as Southland and Otago, the group was about to launch in Northland and hopes to expand across the country.
"It's amazing the support we are getting and the word is getting out."