The prospect of free beer and a great feed is usually enough of an incentive to get growers off their farm.
With this in mind, Indigo Ag is hosting a number of events across the region to support the wellbeing of local producers.
While Indigo Ag's ground-breaking technology could prove key to helping mitigate future dry spells, currently the company's focus is on supporting local farmers through the unrelenting drought.
Indigo Agriculture's Peter McMeekin will lead a roadshow across rural Australia, with a number of local events scheduled for coming weeks.
"Indigo realises that farmers across much of eastern Australia are going through an extremely tough time, we're entering unchartered territory in terms of this drought's scale and severity, and it is devastating to see," Mr McMeekin said.
"While it's only a small gesture, Indigo will be shouting local farmers a beer and a meal at the local pub to get a first-hand appreciation of how they are going.
"Now more than ever our Australian farmers need support, and it's the least we can do to offer an opportunity for growers to enjoy a social outing."
The events will also be a chance for Indigo to discuss with growers a number of the company's initiatives, in particular, the science behind its microbial seed treatment product, developed specifically to help plants overcome periods of environmental stress.
"Treated crops such as cotton, sorghum, wheat and barley are able to leverage naturally occurring microbes to improve health and development across each phase of life resulting in higher yields," Mr McMeekin said.
Indigo's seed treatments are applied to the seed on-farm prior to planting and are based on microbes that have evolved, in conjunction with plants, over millions of years - optimizing their health and maximizing their productivity.
This week the team visited Trangie, Warren, Gulargambone, Coonamble and Narrabri.
On Friday, October 11 a special event was held at Spring Ridge before the week's events wrapped up at The Courthouse in Gunnedah on Friday evening.
From October 14 to 17 Indigo Ag will visit North Star, Garah, Mungindi, Collarenebri, Burren Junction, Walgett and Moree.
"We encourage anyone in the vicinity to come along to one of these grower meetings, enjoy a chat and a beer and forget your worries for a few hours," Mr McMeekin said.
"New technologies and innovations will prove key during future dry spells, significantly improving the sustainability of Australian agriculture. The Indigo technology could just provide a boost in morale that the local farming community needs right now."