DIGITAL MARKETING FOR FOOD AND FIBRE BUSINESSES
Connecting you with everyday decision makers in rural New Zealand
Grass Roots Media cuts through the overwhelm of social media and digital marketing to get your story to the people who need to hear it.
GROWTH, FROM THE GRASS ROOTS
Creative digital marketing for food and fibre brands
Our clients develop products, services and solutions that support those working the land. We help them grow their presence online, expanding their reach and building meaningful connections with customers and communities.
While the core values and work ethic of our rural sector are unchanging, developments in technology, climate, machinery, compliance and genetics mean the rural sector is far from static. The same is true in marketing. With the constant change in platforms, algorithms and best practice it can be easy to get overwhelmed, but the heart of marketing – telling stories that matter to the people who need to hear them – remains the same.
YOUR DIGITAL AND SOCIAL MEDIA MARKETING EXPERTS
Bespoke marketing for your business
We don’t believe one size fits all, and we’re not going to decide what you need before we even meet you. With our depth of experience in the sector and digital marketing industry insights, we take your goals and budget and build a package for your business.
Strategy & Consulting
We help identify opportunities for growth and develop a high-level digital marketing strategy, supported by a clear, actionable plan.
Social Media Management
Your social media presence made easy! We create and post relevant, strategic content and engage with your audience.
Social Media Training
Through bespoke social media training workshops or high level presentations, we upskill small teams and educate large groups.
Paid Digital Advertising
Strategically driven by your goals and target audience, we can boost your organic social media presence with paid content.
Content Creation
From scripting, directing and shooting video, to writing newsletters, blogs and editorials, we support your brand with quality content.
Event Activation
With live, engaging event activations, we create a valued and memorable experience for both exhibitors and attendees.
We take your digital and social media marketing from overwhelm to under control, freeing you to focus on your business.
Working with Grass Roots Media
Let’s talk
We’ll be honest – we’re pretty excited to hear about your business and learn how we can help.
The first step is understanding your product or service and story, and what you want out of your digital marketing investment. Whether this is staying connected with an existing audience, building a new one from scratch or anything in between, we want to know all about it.
Making a plan
We take what we have heard from you, look at your existing and potential audiences, current online presence, competitors, products or services, budget, in-house resources and desired outcomes, and use it all to develop a proposal.
This is our opportunity to take your story, goals and marketing strategy and use them to create an actionable plan to grow your business.
Implement
It’s go time! We take your approved plan and budget and put it into action.
What this looks like is guided by your bespoke digital marketing plan, but what remains consistent is the quality of our work and the way we keep in touch throughout – we won’t leave you wondering what is going on.
Assess
When we implement your digital, social and content marketing plan, we don’t simply set and forget.
Reviewing analytics throughout each project is critical to understanding the impact of your marketing, assessing the return on investment, and getting rich data to continue refining the plan or campaign.
Are we marketers with farms or farmers that know marketing?
A bit of both, all of the time!
MEET THE PEOPLE OF GRASS ROOTS MEDIA
We’re competent, creative and connected
When we say we know your audience, we mean we hang out with them at the rugby club, calf club day, field days and around our own kitchen tables. Our rural experience is hands on and hard won, and our marketing and communications experience is no less impressive.
We understand the primary sector, the challenges our clients face and the passion that drives their business
STRATEGIC & APPROACHABLE
We know our stuff, we work with you as part of your team and we’re professional while showing up as we really are – hands on, loving a laugh and a bit of banter, because excellence doesn’t need to be boring.
RURAL & REAL
We’re walking the talk in boots that have actually seen a hard day's work. We don’t just know your target market through research and data; we know them because they are our community too.
EXPERIENCED & CURIOUS
Experience is important, but in the fast-changing world of digital marketing, it isn’t always enough – we stay curious, always learning, understanding algorithm changes, keeping up with trends and growing our skillset.
SMALL & POWERFUL
Running a small, tight knit team gives Grass Roots Media an agility and accessibility that is a bit special. The team you talk to when we first connect is the team that will be with you every step of the way forward.
Driving digital marketing success since 2015
10+ YEARS
Grass Roots Media has used social media and digital marketing to drive sales, generate leads and deliver measurable results for over ten years.
OUR CLIENTS
From rural research trusts to global veterinary pharmaceutical brands, local agriculture machinery importers and all sorts in between.
INDUSTRY
Experience and expertise in agriscience, forestry, agritech, horticulture, agriculture and more showcase our strength in the primary sector.
"Grass Roots Media has opened our eyes to a new level of engagement with both our customers, end-users, and potential end users."
LONZA NZ
Questions we are asked, frequently
What does Grass Roots Media actually do?
Grass Roots Media is a digital and social media marketing agency that helps businesses grow their online presence and reach the right people. We use a mix of organic and paid social media, paid online advertising, email newsletters and website content to raise brand awareness, generate new leads, nurture existing ones and turn followers into customers.
In practice, that can mean anything from developing a digital marketing strategy and content calendar, to capturing photos and video, creating graphics, writing captions, scheduling posts and managing community engagement. Every client is different, so the services we provide are tailored to what each business actually needs.
What is digital marketing?
Digital marketing uses online channels, including search engines, social media, websites and email to promote products, services or brands. Unlike traditional advertising, digital marketing is data-driven and precise: you can target specific audiences, engage with customers in real time and measure what's working. For businesses in New Zealand, it's one of the most cost-effective ways to grow.
What is the difference between social media marketing and digital marketing?
Digital marketing is the broader category – it covers all your online marketing activity, including SEO, AEO/GEO, email marketing, website content and social media. Social media marketing is one part of that, focusing specifically on platforms like Facebook, Instagram and LinkedIn. A strong digital marketing strategy usually combines several of these channels rather than relying on just one.
Why does digital marketing matter for my business?
Because your digital presence plays a key role in how your business is discovered, understood and trusted. Your customers are researching, comparing, and engaging online, often before they ever make contact. Digital marketing helps you stay visible, communicate your value clearly, and build long-term relationships, all while giving you measurable data to guide your decisions.
Who does Grass Roots Media work with?
We specialise in working with businesses in New Zealand's primary sector and food and fibre industries, including agriculture, horticulture, forestry, agritech, agriscience, dairy, sheep and beef farming, and the equine industry. We also love working with small to medium-sized businesses across a wide range of industries throughout New Zealand, particularly those with passionate people doing interesting work.
What makes Grass Roots Media different from other digital and social media marketing agencies?
A few things. We have deep roots in the primary sector; our team's backgrounds span agriscience, agritech, horticulture, forestry, agriculture and more. If your business operates in the food and fibre space, you won't need to spend time getting us up to speed on the industry. We already get it.
Second, we're a small agency and proud of it. You'll always deal directly with our team and never feel like just another account. We want to be a genuine extension of your team and are genuinely invested in where you're heading.
Does my business need to be on every social media platform?
No, and we'd actively advise against it if it isn't the right fit. Your social media presence should be purposeful, not exhausting. As part of our digital marketing strategy and services proposal, we always include a channel strategy: which platforms make sense for your business, why, and how to use them effectively. Quality and consistency on the right platforms will always be better than an casual presence everywhere.
Does Grass Roots Media create social media and digital content?
Yes, content creation is a big part of what we do at Grass Roots Media. Social media and digital content can include photography, video, social media graphics, infographics, blog posts, email newsletters and more – and we handle it all. Whether you need us to create everything from scratch or support your team, we are all over it.
What if we’ve already tried social media for our business, and it hasn’t worked?
We'd love to hear about your experience. When social media hasn't delivered the expected results it usually comes down to one of a few things: no clear strategy, inconsistent brand voice or activity, unrealistic expectations or measuring the wrong things. Social media is a genuinely powerful marketing tool, but it's not a magic fix; it works best as part of a broader digital marketing strategy. If you work with us, we'll make sure you have a clear picture of how it fits, what it can realistically achieve and how we'll measure success.
Can Grass Roots Media work with our internal team?
Absolutely. We work really well as an extension of in-house teams. Part of our discovery process is understanding what resources and skills you already have, so we can fill the gaps instead of doubling up. It's a flexible, cost-effective way for small and medium businesses to access a full range of digital marketing expertise without taking on another employee.
How do we get started?
Head to our Contact page and book a no-obligation discovery call. It's a relaxed conversation about your business, your goals and whether we're a good fit. No pressure, no sales pitch. If we think we can genuinely help, we'll tell you how. If we're not the right agency for you, we'll tell you that too.
Does Grass Roots Media only work with rural businesses?
Nope - while the primary sector and food and fibre industries are our speciality, we work with small and medium businesses across many different industries in New Zealand. What gets us excited is working with people who are genuinely passionate about what they do and are willing to trust us and our expertise.
What are GEO and AEO?
GEO stands for Generative Engine Optimisation, while AEO is Answer Engine Optimisation. These are content marketing strategies that consider the ways people use AI tools, such as ChatGPT, Claude and Gemini, to find information and business providers. While not a replacement for SEO, they are complementary and an important aspect of digital marketing.
While often used interchangeably, AEO focuses on optimising content so that AI search tools, including featured snippets, voice search and conversational tools, use it as a direct answer. GEO optimises your content so AI models cite it in their generated answers.
Does Grass Roots Media use AI?
Yes, we use AI tools and we understand how AI works. But your content and strategy are not created by AI. They’re built by our team, grounded in real industry knowledge, experience, and understanding of your business. AI supports parts of the process, but it doesn’t replace the thinking behind the work.
Does Grass Roots Media build websites?
Yes we do. Websites serve as a dedicated, professional online space where traffic can be directed from all other digital marketing activities. From design to content, we work with you to build a website that reflects your brand, establishes credibility, builds brand authority, and converts prospects into customers.
Trusted by New Zealand's Food & Fibre Industry
Let’s build your brand online, together
If you are ready to talk about outsourcing your social media and digital marketing, get in touch to find out how we can help.
