The Eastlake Group has joined the campaign, with $1 from every chicken parmigiana sold across the group in August being donated to drought relief via buyabale.com.au

Demons' rising star, Alex Paech, 19, knows all too well the realities of the drought. His family farm is at Walla Walla, south-west of Canberra. He was recruited from the Murray Bushrangers to the Demons this year, bringing with him not only great football talent to the city, but also tremendous empathy for the bush.

"This campaign provides a lot of financial, but also physical and mental support, which is fantastic, because during dry times like these, suicide rates in the farming community just go straight up,'' Alex said.

The sheep, cattle and cropping property is now run by his brother Walter, the fifth generation of his family to do so, with assistance from parents David and Cheryl, who is also the local school teacher.

Alex said the family had not seen such a dry autumn and winter for about 50 years. Recent rain had created a green drought, with the tender pick not lasting long.

Alex said his family and others in the district had to "dry plant''.

"That means you plant without it having rained and then you hope to god it does rain,'' he said

The Eastlake Group's marketing manager Louize Glenn said the business was moved to act after seeing a report about the parma for a farmer campaign on The Project.

"We have colleagues and footballers whose families are directly affected by the drought,'' she said.

"After The Project, I was approached by several staff and players requesting we become a part of this. It was an easy decision and we hit the ground running.''

Alex, who has been nominated as the NEAFL rising star, says while his footy career is only just taking off, he can't ignore the lure of the land, possibly returning to farm one day.

"I just love the lifestyle,'' he said.

Other local outlets supporting the Parma for a Farmer campaign can send details to megan.doherty@fairfaxmedia.com.au and they will be added to the online list.