New Zealand's farming industry is a world leader in a number of ways - but not when it comes to health and safety.
That's something WorkSafe New Zealand and ACC hope to change with the Government's Safer Farms programme, which was officially launched in Rotorua yesterday.
The multi-year programme was designed by farmers and the wider agricultural sector, Worksafe NZ and ACC.
Safer Farms takes the health and safety message directly to rural communities - through rural retailer education, school programmes, "how to" sessions at field days, and rural industry groups who will help to provide on-site training.
Speaking at yesterday's launch, WorkSafe board member Don Stock said the focus was on a relationship basis, rather than a regulatory basis although WorkSafe would still be there to provide the regulatory aspect.
He said in the last two years across the country there had been 41 work-related deaths in the farming industry.
"That is 41 people who went to work and said goodbye to their families and that was it."
Mr Stock said it was about "trying to change the culture".
"Agriculture is a success story on one hand and a bit of a problem child on another."
Workplace Relations and Safety Minister Michael Woodhouse said more people died working on farms than in any other industry in New Zealand and too many were seriously injured.
"Safer Farms is a new way of tackling a long-standing problem hurting rural New Zealand. It's about education, awareness and support for rural communities."
The Safer Farms programme includes an easy-to-use toolkit and a comprehensive online resource - www.saferfarms.org.nz - so farmers have clear advice, and information.