Backing Yourself: Dansy Coppell’s Journey through entering the NZI Rural Women Business Awards

Dansy Coppell won the Innovation award at the 2024 NZI Rural Women Business Awards. Two years on, we asked Dansy to reflect on her experience and why she would encourage rural women to enter.  

Dansy Coppell, 2024 NZI rural women business awards winner

What was your experience entering the NZI Rural Women NZ Business Awards? 

Entering the NZI Rural Women NZ Business Awards was like a warm cup of tea and cake at smoko . . . wonderfully supportive, reflective and very human. It didn’t feel flash or intimidating, it felt like a proper healthy pause. A chance to sit down on your favourite sofa, have a think, and take stock of the road that’s led me here. I actually think all rural women in business should do it without compromise! 

Like many rural women, I’m usually doing my best to juggle the Coppell circus; the books, the kids, the logistics, and whatever curveball the day throws up. The application gave me space to put words around that work and acknowledge that it actually matters instead of accepting as us ladies often do, silently heads down business as usual. 

The process was straightforward with written questions that made you honestly reflect, like a journal anecdote, rather than perform. The simplicity of it made it feel really human and achievable. 

The Interview Stage 

The interview stage really stuck with me. Sitting down digitally with a panel of rural women who have well and truly laid the path before us felt very full circle. These are women who’ve opened doors simply by getting on with it over decades. The conversation felt more like a cuppa with wise mentors than an interview: thoughtful, encouraging, and deeply affirming. 

One question really stayed with me: “Can you talk about your passion and why you love what you do?”  

It made me pause and reflect on why I do what I do at Repost, the impact we’re creating, and the direction I want to take the business. It was reinvigorating and actually emotionally charged. It was also affirming I'm on the right path, helping quiet my imposter syndrome and giving me language to describe the impact of what I do. 

What did you gain? 

More than anything, I gained perspective. 

Rural women are often flat tack just doing the doing, we don’t stop to look back or give ourselves much credit. The awards process made me see my own role more clearly, especially the work that happens quietly behind the scenes at Repost. 

Standing there on awards night, memories flooded back — organising freight drop-offs hours after having a baby, late nights, early mornings, and plenty of “just get on with it” moments. Being acknowledged for that work was unexpectedly emotional. It was healing. 

It also gave me confidence, a reminder that every role I’ve had, on farm, in business, and in motherhood, has been building towards this. Nothing was wasted. 

Why would you encourage others to enter? 

I’d encourage any rural woman who’s even half-thinking about it to put her name forward. 

So many of us don’t see our own value because we’re too busy holding everything together. This process helps you recognise your contribution and gives you the words to explain it. Not in a big-note way, but in a grounded, honest one. 

You don’t need to be polished or loud. You don’t need flash videos or perfect spreadsheets. You just need to show up as yourself and tell your story. The rest is taken care of. 

It’s also a reminder that we’re part of something bigger: a real tapestry of rural women across generations who’ve laid the path, shared knowledge, and quietly backed one another. 

Dansy Coppell with her family

What has happened for you and your business since winning your award? 

Winning the Innovation Award in 2024 was a real milestone, my first individual recognition in a space where I usually work behind the scenes. 

The awards night was truly magic, a rare chance to dress up, celebrate our own growth, and cheer on peers we often watch from afar. Being in a room filled with women who have committed their careers to the ag sector was incredibly moving. There was energy, warmth, and a deep respect for the generations of women who paved the way for us. There was a real sense of backing one another, of shared understanding, and of pride in being part of such a strong, generous rural community. 

For Repost, the award gave me confidence to step forward publicly, back our story and values, and invest in myself further through AWDT’s Next Level course, an amazing opportunity to upskill, grow my leadership, and bring fresh ideas back into the business. It also helped me work on my imposter syndrome, learning to shed it and feel my worth, an ongoing journey for many women. 

Having my family there made it all the more special. It takes a village, and having the opportunity to thank them was beautiful. Seeing my kids’ faces when I brought the glass orb award home and hearing them say it “looked like magic”, and telling me “good job, Mum” — that was the real win for me. Best hug ever! 

We’re just playing our small part, adding another thread to the strong, practical weave of rural women who keep this country ticking along. 

The NZI Rural Women Business Awards are still open for entries.

Learn more about Dansy’s business Repost, here.