• Expenses absolutely necessary to keep the farm ticking over.
• Expenses or costs which can simply be deleted.
• Costs which can be deferred until things pick up -- this might include replacing machinery or building, although not replacing could mean spending more on repairs and maintenance.
• Costs which can be reduced -- such as buying an expensive food supplement that delivers a marginal increase in production.
McCall says farmers typically spend more when times are good. That's been the case in recent years, so most farms are in a good state to start with.
"It (food supplement) may be worth the cost when the price is high, but banking the cost saving and taking a reduction in milk production could lead to better profits when milk prices are low," he says.
There's a similar logic behind spending on fertiliser. All the advice on a DairyNZ website. It's something the organisation describes as "online mentoring".
"Farmers tend to be practical people," McCall says. "We're trying to be relevant and practical in our advice, so instead of describing what a benchmark is, we get straight to the point and tell them how to achieve the results needed to meet that benchmark."
McCall says it helps that the dairy industry has a co-operative culture.
"It's long been a strength with farmers happy to help each other and work together."