What makes a 'good farmer' in Aotearoa?

In New Zealand, farmers and the largely urban general public are held to have differing views on what is meant by being a "good farmer." Anecdotally, farmers see themselves as stewards of the land for future generations, using management practices that would be considered environmentally sustainable, whereas the urban public disagrees with such a portrayal. But does a rural/urban difference of viewpoint about "good farmers" really exist?