"Farmlands is a brand that is well known and trusted by New Zealand farmers and those working in the primary industry. The NZ National Fieldays Society and Farmlands have similar values and we are both passionate about innovation and positive change in the agricultural industry."
Farmlands CEO Peter Reidie said the partnership would benefit New Zealand farmers and he was delighted by the newly cemented relationship and the potential it held for the agricultural sector.
"Farmlands was born from the desire of everyday farmers to work together for a better deal.
Our partnership with the NZ National Fieldays Society will support their events to grow to the next level and help the industry to find new, smarter ways of doing things.
New Zealand agriculture needs more collaboration and Farmlands intends to play a leading role here, and our partnership with Fieldays is a great start," said Mr Reidie.
Mr Nation said Farmlands was well resourced and had strong connections to key markets.
"I am confident that our partnership with Farmlands means we can grow Fieldays and our other key events, as well as the business overall."
NZ National Agricultural Fieldays is the largest event of its kind in the Southern Hemisphere and is a trusted brand on the world stage.
In 2016 the event generated $430 million in economic benefit for the New Zealand economy.
There were 1462 exhibitor sites and 130,684 visitors through the gates over the four-day event.
Last year economists valued the Fieldays brand, which is internationally recognised, at $380 million.
The theme for Fieldays 2017 - June 14-17 - is 'leading change'.
Mr Nation said the new partnership will assist change to happen.
"Farmlands is a leader in its field and together we hope to assist in providing leadership and innovative thinking to transform the future of primary production in New Zealand," said Mr Nation.
- For more information visit www.fieldays.co.nz and www.farmlands.co.nz