The credo from Groundswell is simple enough. It can be summarised in words that can be counted on the fingers of one calloused hand: "Standing up against unworkable regulations."
So how then did it become dismissed in Parliament this week as "... a mixture of racists, anti-vaxxers, etc, etc", by Labour MP and Cabinet Minister Stuart Nash?
Questioned outside the House on his comment, Forestry Minister Nash said unsavoury people had "hijacked" Groundswell's website and there was no way he would apologise for saying the movement had racist and anti-vax elements.
The movement has struggled so far in driving the core message to the Government and - almost as importantly - to the public.
Social media accounts and blogs associated with Groundswell have been heavily laced with posts and illustrations well off the key topic of "unworkable regulations" in the farming sector.
Among the "Mother of All Protest" cavalcades of tractors and farm vehicles have been banners asking motorists to "toot for freedom" and, worse, the Trumpist "Make Ardern Go Away". Some messages, although not necessarily approved by the upper Groundswell echelons, stray into the misogynist and the outright racist.
Waikato dairy co-op Tatua director and Hamilton Groundswell organiser Ross Townshend further blotted the cause's copybook with an offensive online post about Local Government Minister Nanaia Mahuta.
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Protests of all persuasions have grappled with attempts by splinter groups to steal events. Tino Rangatiratanga flags have been regular fixtures at anti-vaccine mandate protests and pro-Donald Trump marquees have been set up at "freedom" rallies, endorsed by Destiny Church.
To be fair, Groundswell has made efforts to stay on course, with organisers Bryce McKenzie and Laurie Patterson asking supporters to "... be extra careful not to add fuel to the fire with off-message or offensive banners that the media will highlight". The movement has also provided approved banners for supporters to download and display.
But the habitat Groundswell has attempted to occupy while presenting its case is an untamed paddock of rabid conspiracy theorists and online trolls who will leap at the opportunity of another's lectern. As of yesterday, the official Groundswell Facebook page still hosted comments dismissing those concerned about the world's looming environmental catastrope as "climate nutters".
Groundswell is every bit entitled to present the case that the Government's climate change plans are set to disproportionately cost agricultural and rural communities. However, it has a tough enough task getting "townies" onside when the forecast for global sheepmeat and beef demand remains so positive, supported by solid market fundamentals, strong demand and tight supply.
Today, organisers McKenzie and Patterson plan to be in Wellington to attempt to pass on letters of support for the Groundswell cause. It is a chance to get the focus back on Groundswell's core concerns and get above the wayward elements within and without its ranks.
Only by mustering the broad flock of dissenters and casting off the crazier and off-topic radicals can Groundswell avoid diluting its message and failing to be heard.
&bull: This editorial earlier referred to Groundswell approving of MAGA signs. We now understand that is not the case.