DairyNZ campaign to attract Kiwis to dairy farming

8 June 2021

A DairyNZ campaign has been relaunched today to encourage Kiwis to consider a career in dairy.

The refreshed GoDairy campaign, as part of a long-term programme, will promote dairy as a career of choice and the opportunity to work in a sector helping grow New Zealand’s economy. 

DairyNZ chief executive Dr Tim Mackle says the campaign is focused on supporting the sector’s ambition to attract Kiwi workers to the dairy sector, as part of working toward resolving long-term workforce challenges.

“Our sector has a great story to tell, including the lifestyle and opportunities, and this campaign provides the chance to showcase our sector,” said Dr Mackle.

“We want to attract more Kiwi workers to the sector, where we provide personal and career growth, a lifestyle, and a great community.”

The GoDairy programme has a history of recruiting and supporting people into dairy careers, for more than 10 years.

The relaunched campaign is one component of the long-term GoDairy programme and is designed to encourage people to consider a career in dairy and learn about the range of options on offer.

It aims to create awareness of job opportunities in the dairy sector, including the skills people learn, the benefits of working in dairy, and what living and working in a rural community is like. Information on the range of career options is available on the redesigned GoDairy website.

“We are concerned about the current situation where many dairy farmers are struggling to employ the staff they need on farm,” says Dr Mackle.

“This initiative will work towards resolving our long-term workforce challenges, by continuing to attract and employ capable New Zealanders who want to work in dairy,” says Dr Mackle.

“We also offer among the best wages in the agriculture sector, with entry positions starting from $48,000 per year, while farm managers can earn upwards of $78,000 per year.

“We want new employees to be happy, fulfilled and learn new skills in their jobs, and for farm bosses to have great talent working for them.”

Check out the new GoDairy programme at godairy.co.nz.

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GoDairy Q&A

What does the campaign involve?

The GoDairy campaign is designed to encourage people to consider a career in dairy and learn about the range of options dairy has to offer. It will provide information about the skills people learn, the benefits of working in dairy, and what living and working in a rural community is like.

This will be primarily through social media and digital advertising, along with the revamped website.

Who is this campaign targeted at?

The GoDairy campaign is primarily aimed at attracting young people to the dairy sector, between the ages of 18 and 25. While this is a GoDairy goal, the sector welcomes anyone who is keen to take up farming and we encourage people to reach out.

Is there any Farm Ready Training?

This GoDairy campaign will not have the Farm Ready Training courses offered in 2020. Last year, DairyNZ’s Farm Ready Training programme involved delivering training courses to convert newly unemployed into a dairy career.

The new campaign instead aims to create awareness of the job opportunities in dairy and is targeted at attracted young people to the sector.

Taratahi Agricultural Training Centre continues to roll out Farm Ready Training, for anyone interested in the on-farm training programme.

What is the current estimated workforce shortage in the dairy sector?

We estimate the current labour shortage for the dairy sector is between 2,000 and 4,000 people this year. These numbers are from a combination of data including job listings and a recent DairyNZ workforce needs survey.

How does the campaign address the workforce shortage?

The refreshed GoDairy campaign is just one initiative underway to address our workforce challenges. The campaign is about Kiwis getting to know more about dairy farming at a time and pace that suits them. The goal is that people see the opportunities and then begin work in dairy.

How can people find out more about working in dairy?

Information about the range of career options that dairy has to offer can be found at godairy.co.nz.

Media inquiries:

Vanessa Feaver

Senior Media Manager

Phone 027 836 6295


Ali Tocker

Senior Media Specialist

Phone 027 364 7532


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