A former boss used to say the best public relations campaigns happen when you get caught doing good. Although there's a bit more to it, that's on the money. When organizations act authentically and with empathy -- more like people than a business -- in doing good works then share (not tell) people about what they are doing and why, it can have a great impact on community and brand goodwill, as well as your bottom line.
This article from Farm Journal's AgWeb illustrates this point more directly: https://www.agweb.com/article/businesses-benefit-from-altruism-during-a-crisis.
The first rule of crisis communications is to run an ethical business. Your business ethos should probably also include social responsibility. Pitching in when the community is in crisis, experiences a disaster, or when farmers in other parts of the country need assistance is not just part of being a good neighbor, it's part of running a good, long-term business.