"As much as many would like to think, we are not the poor cousin of dairy," he said.
"Farming practices are constantly being portrayed in a negative manner, so often by totally uninformed people. The frustrating thing is when invited to view the realities of the practice they are passing judgement on, most decline. We must continue to engage with them, share our experiences and invite them on farm."
Powdrell said the lack of rural content in the school curriculum was not helping spread positive stories of rural life.
"In recent times the Red Meat Profit Partnership and NZ Young Farmers have picked up the baton in this area and are working with schools to further the agricultural content in the curriculum.
"Once we have visitors on farm, and can gain their confidence, the absorption of knowledge is immense. You can often witness the excitement and transformation from a position of little knowledge, often fear, to wanting to know more and understand."
"At the same time we as farmers need to clearly understand our role as a good employer, an efficient trainer and a provider of good pastoral care," Powdrell said.
According to Powdrell, farmers also faced pressures on how they used the land.
He hoped councils shared best practice on what worked "so we are all learning from each other's mistakes and successes".
Powdrell said the words he intends hammering in 2017 are "engage, communicate, unite and support".
"We need a movement led by rural people built of hope instead of fear; science instead of emotion; education instead of litigation; resolution instead of conflict; employing rather than destroying human resources," he said.
