When Jane Schwass reflects on her involvement with Meet the Need, she doesn’t describe it as a big decision or a formal commitment.
Instead, she describes something simpler, and more human.
It just made sense.
Jane was one of the very first farmers to support the initiative, back when it was just beginning to take shape. For her and her late husband Mark, the motivation was grounded in fairness, perspective, and a belief in looking after others.
“Mark was someone who wanted to see everyone have a fair crack,” she says. “We thought, we’ve never had to go hungry – and to think someone couldn’t do that… it just seemed a seamless way of giving. And it’s directly to the need.”
A North Canterbury Farm Built Over Generations
Jane farms in North Canterbury on a substantial sheep and beef operation, running around 300 beef cows alongside sheep and dairy stock.
She describes the farm – modestly – as “a pretty good scale,” something she and Mark steadily worked toward over many years.
“I’m pretty biased,” she laughs. “But it’s a beautiful farm.”
The enterprise is also evolving. Alongside traditional farming, the operation is exploring value-add opportunities such as producing yoga mats from wool – a reflection of both innovation and diversification within the business.
Today, Jane farms alongside her son Jonathan.
“It’s special,” she says. “We have a great respect for each other.”
They continue the same approach to supporting Meet the Need; giving once or twice a season, often in meaningful amounts when they can.
A Simple Idea That Still Resonates
For Jane, the kaupapa behind Meet the Need has never been complicated – and that’s part of its strength.
While the specific wording of that question matters less to her, her actions speak clearly: consistent, practical support over many years.
“We Don’t Want to Be Elitist”
As someone deeply rooted in rural life, Jane is conscious of the broader responsibility that comes with farming in New Zealand.
“We all live on this planet,” she says. “I don’t think we want to be seen to be elitist – looking out for others is a seamless way to do it.”
For her, it’s not about grand gestures. It’s about awareness and choosing to act on it in a practical way.
Small Contributions, Real Impact
Jane has continued supporting Meet the Need because she can see the value in even modest contributions.
“It’s a wonderful thing to do – even one beast a year,” she says. “It’s just a sprinkling where possible.”
She also sees room for greater awareness within the sector, particularly among others who may not yet realise how accessible participation is.
At the heart of it, she and Mark always came back to one thought:
The importance of families having access to proper, nutritious food.
“It was the thought of people not having proper nutritious food for their family,” she reflects.
“We’re All in a Position to Help”
Jane doesn’t see farmers as separate from the communities they feed, but as part of them.
“I do mention it to other people in the farming community,” she says. “People are struggling, and as farmers, we have an opportunity to be supportive.”
She believes the first step is often simply awareness.
“I’d like to know people recognise that others are struggling. We need to open our eyes a bit more.”
Looking Ahead: A Call for Awareness and Continuity
For Jane, supporting Meet the Need is also about the future – and the values being passed on.
Generational farming, she says, carries responsibility beyond production. It’s about inspiring the next generation and recognising the privilege of the rural life many enjoy.
“We need to be mindful that we are privileged,” she says. “Our community is so lucky.”
And while she remains humble about her own role, one thing is clear: she intends to keep encouraging others.
“I’ll continue to encourage people,” she says with a smile. “In a nice way, of course.”
