“While we’ve slipped one place from 2009 to 16th overall, I’m delighted with the result given last year was tumultuous to say the least,” says Don Nicolson, Federated Farmers president.

“If we look at Cadbury’s decline in the brands category, I was steeling myself for a similar result for agriculture.

“I actually think we’re in respectable company being sandwiched right between chefs and scientists. We’re only a few places below dentists and judges, so the company is more than respectable.

“Farmers have a great story to tell and a great product to talk about. We have our moments but I think this shows how the general public sees us as honest people who take great care about what we do.

“I think it’s our job to demystify what goes on in farming as we want people to see and seize the fantastic opportunities that exist in agriculture both on and off farm.

“While I’m saddened to drop one place from last year, I think the public is starting to see through the vilification and spin.

“I’m happy farming is the sixteenth most trusted profession in New Zealand,” Mr Nicolson concluded.

1. Firefighters

2. Ambulance officers

3. Pilots

4. Nurses

5. Doctors

6. Pharmacists

7. Veterinarians

8. Armed forces

9. Police officers

10. Teachers

11. Judges

12. Childcare providers

13. Dentists

14. Bus/train drivers

15. Scientists

16. Farmers

17. Chefs

18. Hairdressers

19. Psychologists/counsellors

20. Baristas

21. Plumbers

22. Accountants

23. Mechanics

24. Roof insulation installers

25. Religious ministers

26. Weather forecasters

27. Charity collectors

28. Lawyers

29. Taxi drivers

30. Domestic cleaners

31. Fast-food servers

32. Financial planners

33. CEOs

34. Tow truck drivers

35. Journalists

36. Real estate agents

37. Car salesmen

38. Sex workers

39. Politicians

40. Telemarketers