Our Year of The Farmer 2023 celebration started with the Otago Daily Times and Rural Life on the hunt for a South Island Rural Champion.

Searching for farmers and growers who embody resilience and pride, good farming practices and most importantly, have a positive impact on their community.

With the objective to Salute and celebrate NZ’s food-producing champions, recognise the work of outstanding local farmers, restore pride in being a farmer in NZ, recognise the hard mahi that goes on daily by farmers in the milking sheds, sheep yards and grain fields around the country and acknowledge farmers’ contribution and the importance of the primary sector to the NZ economy.

YOTF rebranded to Rural Champs and is now an annual campaign.