Farmlander magazine relaunch

Brief

Farmlands Co-operative, New Zealand’s largest buying group for farmers, wanted to revitalise its shareholder magazine after discovering it wasn’t connecting with readers. Previously produced in-house on a monthly basis, The Farmlander needed a refreshed editorial approach and visual identity that reflected the values, voices, and realities of rural New Zealand. Partnering with SCG, Farmlands set out to reimagine the publication’s strategy, content and design, transforming it into a must-read magazine that would better engage its shareholder community. Execution SCG relaunched the publication as Farmlander, introducing a larger format, elevated production quality, and a new quarterly schedule focused on seasonal storytelling. Each issue is now created by SCG’s team of writers, photographers, and designers, featuring farmer profiles, agricultural insights, practical guides, and lifestyle content that celebrate life on the land.

Outcome

The refreshed design and editorial direction have been met with overwhelmingly positive feedback, with readers praising the magazine’s richer stories and more relevant content. Today, Farmlander stands as a trusted, high-quality publication that strengthens both Farmlands’ brand and its connection with rural communities nationwide.

“You could bandy about words like industry knowledge and expertise all day and still not come close to the value the SCG team give to your business. They’re calm under pressure, can easily extend the scope of their remit and have a contact list of contributors and content-makers that’ll immediately make your end-product more desirable.” Ian Turner, Content Specialist, Farmlands Co-operative Society Limited.