Breakthrough, Fleurieu Milk and bp X Convenience Unite to Support Farmers Mental Health
South Australians will have the opportunity to turn an everyday purchase into meaningful mental health support this April, as Breakthrough Mental Health Research Foundation partners with Fleurieu Milk Company and X Convenience to support farmers and regional communities doing it tough.
From 7 April to 6 May, participating X Convenience stores across the state will offer two 500ml Fleurieu Milk Iced Coffees for $7.00 on all 500ml Fleurieu Milk flavours. Look for the iced coffees with the exclusive purple label and lid supporting mental health awareness. Every purchase contributes directly to Breakthrough Mental Health Research Foundation’s regional mental health programs.
Turning Small Actions into Real Impact
The campaign comes as rural communities continue to feel the impact of prolonged drought and poor access or time to get mental health support.
Australia loses nine lives to suicide every day, and in farming communities the statistics are even more confronting one farmer dies by suicide every 10 days.
Research shows farmers face a significantly higher risk of suicide compared to the general population.
Breakthrough CEO, John Mannion says
“Rural communities are under sustained pressure. We know suicide is preventable, but prevention requires investment and early intervention. This partnership enables us to deliver practical support on the ground while continuing to fund critical mental health research. It’s community-driven impact at a time it’s urgently needed.”
Fleurieu Milk Co-Director Barry Clarke said supporting regional wellbeing aligns naturally with the company’s values. “These are our communities. If something as simple as buying an iced coffee can help support mental health in the regions, we’re proud to back it. We hope it encourages people to take a moment, share a drink and check in with each other.”
bp X Convenience Marketing & Food Manager, Juan Londoño said “This is our second year supporting this initiative, and we couldn’t be prouder. At bp X Convenience, we are deeply committed to South Australia and to standing behind causes that strengthen our local communities.
I have always believed that great business is about more than transactions, it is about showing up for the people around us. Mental health has long been important to me personally, which makes this partnership with Fleurieu Milk and Breakthrough especially meaningful. Together, we are turning everyday purchases into real support for communities across SA.”
Expanding Support Across Regional South Australia
In response to growing need, Breakthrough has expanded its free regional mental health workshops, delivering practical tools to help communities manage distress, build resilience and support one another.
Since launching in September 2025, the workshops have reached:
Eyre Peninsula, Yorke Peninsula, Limestone Coast, Fleurieu, Mid North, Murray River regions
Future sessions are planned for Kangaroo Island, with strong community feedback calling for the program to continue and expand.
How You Can Help
From 7 April to 6 May, simply purchase the promotional Fleurieu Milk Iced Coffee offer at participating X Convenience stores.
It’s a small act, but together, small acts can help ensure no farmer or regional community faces hardship alone.
