SAFER FARMS INITIATIVES

From 2019–2023, 22 lives were lost in quad bike accidents across NZ. In response, Rabobank and Safer Farms launched the Safer Rides scheme - offering farmers big discounts on crush protection devices (CPDs) that can save lives in a rollover. Over 130 farms jumped on board, with the first 110 vouchers gone in just 36 hours.
‍
Most applicants were smaller farms, many on steep terrain, and 84% had no CPD before.  
‍
The Safer Rides programme was proposed and championed by Rabobank, with sector partners ANZCO Foods, PGG Wrightson, FMG, LIC, Craigmore Sustainables and Silver Fern Farms.
‍
Thanks to extra funding from ACC, and industry partners wanting to stay involved, the programme is due to expand.

In June 2025, the Safer Farms team attended National Fieldays, to connect with the farming community and test out a new virtual reality (VR) ATV training tool. In partnership with New Zealand VR company, G Factor, farmers were able to trial this exciting innovation for the first time and test their decision-making skills when using farm bikes.

The VR experience takes users through scenarios which are based on real life incidents, in which users must make decisions in the moment and see how those decisions play out. All three scenarios were based on real life incidents involving ATVs, that have happened in New Zealand or overseas, which really resonated with those who took part.

G Factor founder and CEO Rhys Gardner says he believes farmers learn from ‘doing’. "The cool thing about VR is that people can try things and live the experience of what would happen in that real life situation but they can do that without getting hurt.”  

A campaign to raise awareness of the dangers of quad bikes and to encourage farm people to take action to reduce risk was delivered through an organic approach.

Phase 1 of this started with a series of videos from farmers asking for their ‘Two Cents’ on farm vehicle safety. More than 40 farmers submitted stories of their experiences from closecalls to things they had changed on farm.

Following this, four stories were chosen to develop into videosand case studies which were released via YouTube, media and boosted across Farm Without Harm social channels. Alongside the release of the videos, relevant Safety Alerts and resources were released.

In June 2023 Safer Farms called on the farming community to collectively address the unacceptable level of harm on our farms. By drawing a line in the sand on and redesigning our workplaces one step at a time, the pledge south to activate the change we want to see at every level of the rural sector.

The farming community - from owner/operator farmers, to industry bodies - were invited to sign the Farm Without Harm pledge, committing to reducing harm on our farms together as an industry. More than 170 different farming businesses signed the pledge.

Safer Farms is teaming up with ACC to trial their Recovery at Work programme designed to support injured agricultural workers in their rehabilitation journey. The initiative encourages employers to use the workplace as a tool for recovery, to help staff heal faster while staying connected to their roles.

Evidence shows that recovery at work leads to better outcomes, less time off, and reduced productivity losses. Participating Safer Farms members are testing ACC tools & resources through until December 2025 to ensure they are beneficial for their businesses and the wider agricultural sector, by exploring practical ways to support injured employees. This includes modified duties, early intervention, and improved collaboration with health professionals. Results of the programme will be available in early 2026.