Farmers Trading Company Ltd (branded as Farmers) is a New Zealand mid-market department store chain. Farmers operates 59 stores across New Zealand, specialising in family fashion, beauty, homewares, furniture, large appliances and whiteware.

Farmers is privately owned by the James Pascoe Group, in turn owned by Anne Norman and family. James Pascoe Ltd and Fisher & Paykel Finance bought Farmers on 6 November 2003 from Foodlands Associates for NZ$311 million. The business was split into the retail and finance arms with James Pascoe holding the retail arm and Fisher & Paykel Finance the finance arm which includes the Farmers Finance Card.


Woke Rating

We rate Farmers as not woke. In fact, Farmers is easily one of the least woke businesses we have researched.

Woke Summary

  • Virtue Signalling – no evidence of virtue signalling found.
  • Gender Ideology & LGBTQ – no evidence of Gender Ideology and LGBTQ agenda.
  • Diversity Equity Inclusion (DEI) – has not published any DEI policies or targets.
  • Climate Change – has not published any emissions reduction targets.

Woke Policies

Wokeness and virtue signalling distracts a company from its core business, which is to make a profit for shareholders while delivering excellent, affordable products and services to its customers. Businesses should not be distracted from this core purpose, otherwise there will be unnecessary costs which are ultimately passed onto consumers. Woke ideologies are typically unfriendly towards the traditional family unit.

We found no evidence of woke policies and initiatives from Farmers.

Gender Ideology & LGBTQ+

No evidence of Gender Ideology and LGBTQ policies.

Farmers is NOT Rainbow Tick Certified.

We did discover Rainbow Pride underwear (from Calvin Klein, and Bonds) on Farmers’ online store.


Diversity, Equity and Inclusion (DEI)

Farmers has not published any DEI policies or targets.

Climate Change

Farmers has not published emissions reduction targets. Farmers does not push a “Climate Crisis” narrative.

Positive Policies & Activities

Famers supports several worthy charities and not-for-profit organisations:

Leukaemia & Blood Cancer Foundation New Zealand, Breast Cancer Foundation NZ, Prostate Cancer Foundation of New Zealand, Look Good Feel Better, Hospice New Zealand (& 27 other local Hospice’s throughout New Zealand).

Note – This page was updated as of 20th May 2024. Please contact us if you’ve discovered other relevant information about Farmers or other businesses pushing woke agendas. You should also contact us if you discover some positively woke-free businesses.

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