Objective: The prevalence of suicidality within the farming community, especially during time of stress, is well documented. During 2016, the global milk prices fell, impacting the New Zealand dairy farm profitability and viability, as well as taking a toll on farmer well-being. This article discusses the role of agricultural professionals as a support mechanism for farming families during times of stress and their ongoing contribution in recognising and mitigating stress on farmers. Design: Qualitative, using thematic analysis. Setting: North Island, New Zealand. Participants: Dairy farming women, large animal veterinarians, farm consultants and members of rural support organisations. Results: Thematic analysis demonstrated the following aspects: the value of the long-term relationships between agricultural professionals and their clients; the duty of care agricultural professionals feel towards their clients; and the benefits of the planning and practical problem-solving services offered by these professionals, especially in times of crisis. Conclusion: Farmers prefer to use established relationships with agricultural professionals and focus on problem-solving in times of stress. Agricultural professionals should therefore be included as part of any integrated approach to addressing farmer stress. K E Y W O R D S agricultural professionals, crisis, dairy farming, health promotion, mental health 204 | STANLEY-CLARKE