NEWS RELEASE   November 10, 2023

Thank a Farmer at AgDay 2023 Celebrations Next Week

John Deere will be helping to celebrate and bring well-deserved recognition to Aussie farmers as part of National Agriculture Day 2023 celebrations organised by the National Farmers Federation (NFF) next Friday, 17 November.

AgDay exhibits in Brisbane CBD and Melbourne Southbank will give people the chance to see John Deere farm equipment up close, enjoy a free coffee and learn more about Australian agriculture with giveaways, facepainting and interactive displays.

Agriculture accounts for more than half of Australia's land use, with approximately 87,000 farming businesses producing $80 billion worth of food and fibre and providing more than 1.6 million jobs to the Australian economy. More than 99 per cent of agricultural businesses are Australian-owned and each farmer produces enough food to feed 600 people.

Yet the latest National Farmer Wellbeing Report, commissioned by Norco in partnership with the NFF, found many are struggling with their mental wellbeing and feel the role they play is undervalued.

Attendees at John Deere's National AgDay exhibit can show their support by writing a personal message to be included on the 'Thank-a-farmer' wall. At the end of the day, the messages will be shared with the National Farmers' Federation for further distribution to farmers.

John Deere Australia and New Zealand Managing Director, Luke Chandler, said it was a chance for people living in the city to acknowledge the hard work that goes into putting the food on our tables.

"National AgDay is the perfect opportunity to stop and consider the special people who grow our food and fibre," he said.

"With our business intrinsically linked with the ag sector, we're excited to be part of the celebrations.

"We hope anyone who visits our displays will leave with a greater appreciation of this critical industry."

In the wake of devastating bushfires and floods across the country, Aussie farmers are now facing harsh drought conditions. The Bureau of Meteorology recently declared an El Niño weather event, with above-average temperatures and below-average rainfall predicted for the coming months.

AgDay is also a timely reminder of the crucial support services being delivered by Rural Aid to assist farmers battling these conditions. Attendees at the event will be encouraged to learn more and donate to Australia's most trusted rural charity.

Rural Aid CEO, John Warlters, said requests for assistance to their counselling helpline have doubled from this time last year.

"It's relentless out there at the moment, and farmers need all the support they can get," he said.

"On top of drought, floods, fires and other issues like mouse plagues and varroa mites, the majority of farmers feel like their struggles are not fully seen and appreciated.

"Along with direct support like donations, we encourage people to just be more aware of where their food comes from, and the challenges faced by the people who produce it.

"And of course, if you can get out to AgDay celebrations on Friday, make sure you add your message of support to the Thank-a-farmer wall.

"We need to get behind our farmers and show our appreciation every way we can to help them get through this tough time."

The John Deere careers stand will also allow people to learn about the diverse range of roles available within the industry.

"Gone are the days when you needed a mechanical background to work in agriculture," Mr Chandler said.

"Whether you're just starting your career or looking for a change, John Deere offers exciting opportunities across professional, technical and management areas.

"Our renowned Graduate Program is a great way to develop skills that span the breadth of our company and grow the foundations for a long-term career.

"Our dealerships are also always on the lookout for new technicians who help farmers every day. Innovation is at the heart of our leading-edge precision technology which helps farmers unlock greater productivity and sustainability. This means a more diverse range of skills are now required to support our farmers' equipment — you don't necessarily need a mechanical background."

National Agriculture Day is held on the third Friday of November each year to celebrate and learn about Australia's farm sector.

John Deere AgDay exhibits

Reddacliff Place, Brisbane CBD
Friday, 17 November
8am – 3pm

Queensbridge Square, Southbank Promenade
Friday, 17 November
8am – 3pm

About John Deere:

Deere & Company is a global leader in the delivery of agricultural, golf & turf, construction, and forestry equipment. We help our customers push the boundaries of what's possible in ways that are more productive and sustainable to help life leap forward. Our technology-enabled products including the John Deere Autonomous 8R Tractor and See & Spray™ are just two of the ways we help meet the world's increasing need for food, shelter, and infrastructure. Deere & Company also provides financial services through John Deere Financial. For more information, visit John Deere at its worldwide website at or in Australia at

Media enquiries:

Matt Wordsworth
0404 029 241

Kate Scott
0438 389 092