For most Kiwis living in the city, being constantly connected - either online or by phone - is something taken for granted.
Unfortunately for many people living in rural New Zealand, the same can't be said.
Farmers have been fighting for improved connectivity for years, but as highlighted by a number of photos shared online this week it seems there is still a way to go.
The images, shared on Federated Farmers' Facebook page, show the lengths that some farmers have to go to for a decent cell phone signal.
In one photo, Luke Pepper, Federated Farmers' Ruapehu president, can be seen standing on the roof of his milking shed speaking on the phone.
"He's been known to do Zoom meetings from up there too," the photo's caption reads.
Another image shows a farmer standing knee-deep in a watery paddock on the phone, while another shows someone standing on a horse holding an aerial high up in the sky.
Andrew Hoggard, Federated Farmers's national vice-president, says there's a feeling of frustration among many farmers who struggle to have adequate phone or internet access.
"Things are obviously getting better year after year but there's still that level of frustration knowing how much better it could be or how much more use it could be if you just had a bit better connectivity," Hoggard told Newshub.
With farming, like most industries, becoming more and more reliant on apps and internet-based technology, being left in the dark means being left at a disadvantage.
"You've got all this technology, you know what it could do if it would just be able to work like it's intended to - so there's sort of a level of frustration there."
Earlier this year the Government invested a further $15 million in rural broadband in a bid to lift the development and wellbeing of isolated communities in the wake of COVID-19.
Hoggard said that funding would "do a few things", but it "certainly won't fix all the problems".
Some farmers feel forgotten as they struggle to get connected, he said.
"In some of those remote valleys, the more remote spots, they do feel like they're getting left behind where they haven't had the sort of ability to hook in or the improvements haven't quite come to them as fast as they have to others."
Hoggard said he had cell coverage in some parts of his farm but not all.