The Church of Scotland is setting up a base in a livestock auction mart and appointing a dedicated minister to support struggling farmers.
The aim of the move is to help farmers suffering from the stress and mental health issues created by a period of low prices and delayed European support payments.
The post will be based at Ayr livestock mart where the moderator of the General Assembly, the Rev Dr Angus Morrison, made the announcement.
“It is hoped that through this new position the church can meet farmers where they are and build relationships that will allow an understanding of the issues and stresses related to modern day farming,” he said.
“I am confident that whoever fills this important role will make a substantial difference to the lives of many people.”
The news was welcomed by farmers’ union leaders and charity RSABI, which says the state of the industry is taking a serious toll on the health and wellbeing of a community which suffers in silence.
RSABI chief executive Nina Clancy said the charity was experiencing a substantial increase in the number of people looking for support.
NFU Scotland’s regional manager Christine Cuthbertson said she couldn’t recall a time when the farming industry had to face such a “storm of ill winds” battling against them.