NSW Farmers teams with Zetifi on rural safety tech

Zetifi has partnered with NSW Farmers, giving members access to its connectivity and safety products.

As an initial step, NSW Farmers will deploy Zetifi's Connected Fleet Safety system across its own vehicle fleet.

The agreement brings together an Australian rural connectivity specialist and the state's peak farming body, which represents an agricultural sector that employs more than 75,000 people in New South Wales and contributes more than AUD $24 billion a year to the state economy.

The member offer includes Zetifi's farm safety smart antenna and connectivity products, along with its Connected Fleet Safety and Connected Worker Safety technologies.

Zetifi focuses on communications links between vehicles, workers and assets in rural settings, where mobile coverage can be inconsistent and staff often work alone or far from base operations. Its systems use signals from smart antennas, telematics and two-way radios to support alerts, check-ins and emergency response.

Member rollout

NSW Farmers will promote member access through its existing communications channels, including its magazine, email newsletters, website and app.

The partnership is intended to address two persistent issues for members: patchy connectivity and the safety risks associated with remote and regional work.

Dan Winson, Chief Executive Officer of Zetifi, said the partnership reflects the company's focus on agriculture and rural operations.

"NSW Farmers represents exactly the people we built Zetifi for," Winson said.

"For nearly a decade, our focus has been on solving the connectivity challenges that hold farmers back: unreliable coverage, black spots on rural roads and the tyranny of distance. Now we are bringing that same deep understanding of rural operations to farmer safety with Australian-made technology. This partnership is a natural next step, and we are genuinely excited to work alongside NSW Farmers to put practical solutions into the hands of members who need them."

Rural focus

The partnership adds to Zetifi's broader push into the farm sector. It already has active partnerships with six agricultural associations across Australia and sees farming as a priority market for its connected safety products.

That strategy is built around a long-standing issue in regional Australia, where businesses often rely on a mix of vehicle systems, radio networks and intermittent mobile coverage to stay in contact with workers in the field.

For farming operations, the risks are as practical as they are technical. Staff may be on roads, in paddocks or in isolated parts of a property after hours, making routine contact and emergency escalation harder when coverage fails.

NSW Farmers said members want products suited to those conditions rather than systems designed around metropolitan networks and work patterns.

Nick Inmon, Partnerships and Projects Manager at NSW Farmers, commented on the agreement.

"Connectivity and safety are some of the biggest challenges facing farmers across New South Wales, particularly in remote and regional areas where reliable coverage can make a real difference day to day. Our members understand the practical realities of farming operations and are looking for technology designed with those conditions in mind. We look forward to working together to deliver meaningful value for NSW Farmers members, both on the road and across their properties."

The arrangement also gives Zetifi direct access to a broad rural membership base through one of the country's most influential primary producer associations.

For NSW Farmers, the deal extends an existing member services model that combines advocacy with commercial offers intended to reduce operating friction for farm businesses.

The association represents producers across a range of commodities and has a large footprint in regional communities across the state. That reach gives communications and safety system suppliers access to customers whose needs are shaped by distance, limited infrastructure and dispersed workforces.

Initial details indicate that further member-facing offers will cover both hardware sold through Zetifi's online store and the newer safety products being introduced through the partnership.

The first visible use case, however, will be within NSW Farmers' own operations, with the fleet rollout serving as an early implementation of the technology across the association's vehicles.