Farmers attending the Welsh Dairy Show in Carmarthen later this month will be encouraged to seek advice about any mental health issues they may have on the Farmers' Union of Wales stand.
The union has allowed Hywel Dda Health Board's primary care mental health service for Carmarthenshire - who run stress control classes across the county - to share their stand during the show at the United Counties Showground, near Carmarthen, on Tuesday October 19.
The service provides health promotion information around common mental health issues affecting everyone, such as sleep problems, worrying, stress, depression, panic attacks, and obsessive compulsive disorder.
"Due to the rurality of Carmarthenshire a large part of their work is directed at the rural population including the farming community," said FUW's county executive officer Meinir Bartlett.
"They have a permanent stand at Carmarthen Mart where they offer advice and information. The service is a new initiative and a significant challenge with the stigma attached to mental health issues as well as the culture that the farming community perpetuates.
"By having a presence at various farming and rural events across the county they hope to have some impact towards increasing awareness."
A representative of Davis Meade Property Consultants, one of the leading firms of chartered surveyors and valuers in the country dealing with agricultural dispute resolution ranging from landlord and tenant advice to compulsory purchase negotiations, will also be on the FUW stand during the show to discuss issues with individual farmers.