When Fonterra returned capital to farmer shareholders following the sale of its consumer business, Mainland Group, the payout was significant: approximately $3.2 billion in divestment proceeds, with many farmers receiving around $400,000.

For many farming families, it was a once in a lifetime windfall. It created a rare financial decision at a time of rising costs and easing milk prices, with the payout opening a broader conversation about confidence, planning and long-term financial wellbeing. With specialist investment advice, expertise and strong rural client relationships, Craigs Investment Partners was well placed to help farmers consider how a significant cash event could support individual financial goals.

Anthem worked with Craigs to shape a clear, timely message for rural audiences, placing its investment expertise into the national conversation in a way that felt practical and relevant. Rural media was central to the approach, reaching farmers through trusted channels and connecting financial planning advice with the practical realities of running a farm business.

Mark Butterworth, a Craigs Investment Adviser with rural sector experience, helped keep the conversation practical and balanced. His commentary broke down the different options farmers were weighing up – from paying down debt and reinvesting in the farm, to diversifying off-farm or exploring investment opportunities – recognising that the right decision depended on each family’s cashflow, life stage, succession plans and financial goals.

The resulting media coverage increased Craigs’ visibility across trusted rural media, with Anthem securing two long-form interviews on the REX Podcast and Farmers Weekly Podcast, alongside an opinion piece in Farmers Weekly. Together, these opportunities helped position Craigs as a relevant and credible adviser for farming families navigating a significant financial event, helping to translate investment expertise into practical guidance for rural New Zealand.