92 | nzdairy DAIRY PEOPLE » Amorangi Farms / Charlotte Montgomery and Caleb Smith Unique business model Karen Phelps From Cow Shed to Digital Marketing Progressive farming couple Amber and Fraser Carpenter have taken diversi cation to new heights by purchasing a digital marketing company speci cally tailored to the primary sector, creating a unique business model that allows them to work from anywhere any time. The Carpenters, who operate Amorangi Farms Ltd at Mangatawhiri, acquired Grass Roots Media earlier this year as part of their strategic approach to building multiple income streams on their path to farm ownership. “We are doing great on this farm and needed to expand our business in a different way to diversify income streams to get where we need to go,” explains Amber. The Carpenters’ farming operation spans 200 hectares with an additional 74 hectares for young stock, milking approximately 465 cows and typically achieving 200,000-220,000 kilograms of milk solids annually. Their self-contained system at Mangatawhiri produced 500 kilograms of milk solids per cow last season. For Amber, who transitioned from a fashion design background, including work with renowned designer Karen Walker, to full-time farming in 2018, the digital marketing acquisition represents a perfect blend of her creative skills and agricultural passion. The term Agvocate - a person who publicly supports the agriculture industry – has been coined for what Grass Roots Media does. “We’re dairy farmers, we speak the language, we understand the customers,” says Amber. Amber Carpenter. “Our aim is to help other businesses in the industry to tell their story. We’re good rural people doing good rural things for other rural people.” The beauty of the online business model lies in its exibility and mobility; Grass Roots Media can operate from virtually anywhere. “I can work from the cow shed, the home of ce, the coffee shop and all I need is a laptop,” explains Amber. “We can pick this business up and move it with us wherever we end up next.” The company serves clients across the food and bre sector including veterinary practices, agritech companies and livestock and feed businesses. Its services include social media packages and training and websites. There are also free resources anyone can use on the Grass Roots Media website. “We know that one size doesn’t t all. Each customer’s brand is unique and we can tailor a service to their needs and budget.” Amber, who chairs DairyNZ’s Dairy Environment Leaders, serves as a Farmstrong Ambassador and is an AWDT Escalator graduate is used to being busy. Her recognition as a 2024 Dairy Woman of the Year nalist, alongside her Kellogg’s Rural Leadership programme completion and past role as NZDIA National Executive Chair, demonstrates her commitment to industry leadership. The Carpenters’ diversi cation strategy extends into dairy beef production across three lease blocks. They breed autumn calvers to beef and rear to 450kg and sell to the store market. The Carpenters envision potentially creating their own beef brand, says Amber, showcasing their innovative approach to value-adding. “We will continue to look at other options for diversi cation.” Dyslexia no barrier Kim Newth Caleb Smith is proud to be a role model for people with dyslexia, particularly for those planning a career in the dairy industry. In March, he was named the 2025 Canterbury/North Otago Dairy Trainee of the Year and followed that up with a national merit award at the 2025 New Zealand Dairy Industry Awards. Since November 2023, he has been working as a second-in-charge and irrigation manager for contract milkers Charlotte and Daniel Montgomery on Matt and Julie Ross’ farming operation in Duntroon, comprising adjacent dairy platforms with irrigation running between the two. Caleb’s award at the national event was for NZDIA Best Video. Making a video was a new and rewarding experience for Caleb. “It has been so enjoyable and I’ve had a lot of good feedback on it. I went through where I’d come from and talked about how I was diagnosed with dyslexia and a slow learning disability in primary school. I also described how I’d come off a family farm near WhangArei originally that got hit by 11 oods in 15 years, yet despite all those experiences in life I still love dairying.” Caleb says it was inspiring to meet so many like-minded people from all around New Zealand at the national awards. “The biggest win is the connections you make and being able to network. It was awesome to hear Ben Purua [2024 Central Plateau Dairy Manager of the Year] talk about how there’s a pathway for you, no matter where you’ve come from. Caleb says it was inspiring to meet so many like-minded people. It made me think about dyslexia and how I can help change attitudes. To me, dyslexia is not a disability – it’s a strength. It means I can think outside the box and work around problems to nd solutions that no-one else would think of. All that’s holding you back in the end is your mindset.” Tony Dodunski, of Beaumaris Dairies near Lake Ellesmere, has been an in uential mentor for Caleb. He worked for Tony while studying at Lincoln University and joined him in helping to found agricultural recruitment business Ag Assist in 2021. After graduating, Caleb worked on the farm as a second-in-charge and young stock manager and took part in the grassroots dairy management graduate programme. “I can still reach out to Tony if I need to – he’s so helpful and supportive.” At Duntroon, Caleb says he’s also had a lot of encouragement from Charlotte, Daniel, Matt and Julie, who have backed him to do a good job in his role. “I’m a lot more con dent with tractors now! They’ve been really good; I can talk to them at any stage about what I’m doing.” Caleb entered the Dairy Industry Awards last year after completing an Outward Bound course last year, another con dence booster for him. This winter, Caleb and his partner Kayla Calder are heading to Perth to take part in a beef cattle muster and they also plan to do some cropping in the area. They will then travel to Ireland to work on a dairy farm there. “Kayla is originally off a sheep and beef property and has been working as a casual shepherd. We de nitely plan to come back to New Zealand after we’ve nish travelling to further our farming careers.” Large Solar farms Solar for Full Dairy Shed systems Solar for Houses All other Electrical needs. CALECT SOLAR 0800 360063 calum@calect.co.nz General Rural Cartage Services Proudly Supporting Charlotte Montgomery and Caleb Smith 0274 320 348 31 Shines Road, Oamaru
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