Harvesting Potential
Rural People Co partners with businesses to grow their people, strengthen their teams and build sustainable futures.
We’re Adam Jenkins and Cath Jenkins, founders of Rural People Co. We bring real-world experience and practical approaches to helping people and businesses thrive.
How can we help?
We work with businesses at three levels - developing people, strengthening teams and helping businesses confidently plan for the future.
Grow People
Develop confident, capable leaders
Coaching and development for business owners, managers, 2ICs and emerging leaders
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Grow Teams
Help good people work better together
Building stronger communication, understanding, relationships and team culture and performance.
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Grow Futures
Get clear about where you are going and what comes next
Strategy, succession and facilitated conversations to help businesses navigate change and plan for the future.
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Why Rural People Co?
We understand business because we’ve lived it.
We’ve built businesses, led teams, employed people, navigated change and succession, and experienced the challenges that come with bringing people along for the journey.
We combine that real-world experience with practical leadership, coaching and team development tools to help people understand themselves and each other, have better conversations and work better together.
Our approach is practical, personal and grounded in the real world – because that’s where leadership happens.
Farm Drought Support 2026/27
Free technical and decision making support for Victorian farmers
📍 Online or face-to-face (depending on location)
✅ No cost for farmers in Victoria
Rural People Co are registered providers of this program. This service includes a 3 hour 1:1 session. We will work with you to prioritise the key challenges and opportunities you
are currently facing. You will then be supported to develop an action plan, that will help you to manage the challenging months ahead.
When you complete the online form, you will be able to select your preferred supplier, so if you would like the opportunity to work with Rural People Co (Adam Jenkins and Cath Jenkins) be sure to list them! They have been delivering this service to all types of farmers across Victoria since the start of the drought. Both Adam and Cath have a Degree in Agriculture, but they also have over 16 years experience operating their own dairy farm, so they have experience farming in drought conditions. They understand the physical, mental and financial pressure this puts you under. With their own experience, plus through working with many other farmers, they understand the types of actions that will to help you survive and recover from this drought.
This program funded by the Victorian Government and administered by Agriculture Victoria.
To find out more, call Adam on 0437 008 806 or Cath on 0414 551 264.
What our clients are saying
“…we could not believe how much we got out of just one coaching session with Cath. It generated so much conversation between us both…“
Farming client
“You were able to engage every-one in the discussions and decision making without creating any barriers between the most experienced and long serving members of the Board and the newest members of staff.”
Chair, Cobden & Districts Community Finance Ltd (Bendigo Bank)
“What sets Rural People Co apart is their genuine empathy for our farmers, their ability to engage, and their dedication to our program’s success. If you're seeking a consulting firm that truly understands rural and regional Australia, and understands the difference that people make to success, I am happy to recommend Rural People Co.”
Neil Webster - Dairy Australia
Let’s reboot you and your business
We’ll be with you every step of the way.
Rural People Co
Harvesting Potential