The Rochester store is one of 27 AG Warehouse retail stores taking part in the campaign, which raises funds for Farm Angels, a charity that steps in for farmers battling drought, floods, mental health struggles, financial hardship and other life-altering circumstances.
As part of the fundraiser, AG Warehouse is donating $5 from every Hard Yakka flanno sold throughout August, according to Rochester AG Warehouse marketing co-ordinator Narelle Taylor.
“Farm Angels are a national fundraising branch. They support farmers’ mental health and also in times of crisis, flood, drought, mental health, suicide and other difficult situations,” Ms Taylor said.
“For every Hard Yakka flanno that we sell, we will donate $5 to the Flanno for a Farmer campaign.”
The Rochester store hosted a free barbecue on Friday, August 14, as part of the national Flanno for a Farmer barbecue day, with customers invited to enjoy a sausage, make a donation or purchase merchandise supporting the cause.
Customers can also donate directly by scanning a QR code linked to the AG Warehouse fundraising page and official Flanno for a Farmer and Farm Angels merchandise is available to purchase online.
The fundraiser has received additional support from Workwear Group, the supplier of Hard Yakka products, and AG Warehouse’s parent company Superb Dairy Australia.
The store is hoping to raise $5000, with early fundraising already reaching about $1500.
Local farming families are currently weathering a raft of pressures, from unpredictable seasons and rising fuel costs to soaring fertiliser prices and persistent supply chain headaches.
Ms Taylor said supporting farmers was especially important in a rural community such as Rochester.
“Farmers are the lifeblood of any community,” she said.
“The cost of fuel and fertiliser really hit farmers hard, and anything made from petrochemicals, (as well as) trying to get supplies in that come from outside the country.”
The campaign has also generated strong interest on social media, with a recent Facebook post featuring the store’s kelpie puppy Crumpet reaching about 4000 people.
Ms Taylor said the flannelette shirt was a fitting symbol for the campaign.
“It’s the unofficial uniform of farmers, isn’t it, really?” she said.
“You tell me a farmer that doesn’t have a flanno.”
Beyond the fundraising, staff said the campaign was just as much about fostering genuine social connection — particularly for farmers who can go long stretches working in isolation, far from their communities.
“People on farms, they’re often quite isolated,” Ms Taylor said.
While the fundraiser includes flanno sales and a community barbecue, Ms Taylor said the bigger message was about showing farmers they were valued and supported.
“It’s about more than just a day,” she said.
