Farmers should be very wary of underplaying the progress and successes they've already made as food producers and custodians of the land, Katie Milne said in her president's address to the Federated Farmers annual meeting.
"If we pay too much attention to the critics, it saps motivation and puts more stress on the shoulders of farmers and their families. As the Prime Minister told us in the Primary Industries Summit earlier this week, we can be too hard on ourselves".
A common theme from a number of the summit speakers was the value of collaboration and sharing ideas and resources.
"We're a small nation Down Under, trying to tell our producer story to those higher-end 'conscious consumers' all over the globe," she said.
"As Kiwi producers, we shouldn't be competing with each other when our real task is to break through against bigger and better resourced international competitors".