PurposeOccupational health promotion programmes targeting the Indonesian agricultural farmers (AFs) are limited. This action research aimed to involve the AFs in the research and development of community-based occupational health promotion (COHP) programme, which is tailored to meet their perceived needs for preventing health problems related to occupational workplace.Design/methodology/approachThis study employed the qualitative action research approach. The participants (n = 136) were farmers from seven regions in the rural areas of East Java, Indonesia. The COHP was examined from public health centres (PHCs) in seven regions through eight steps, including recognition, analyses, planning, communication, preparation, implementation, evaluation and continuity of programme, for eight weeks. Data were collected through focus group interviews and examined using qualitative content analysis.FindingsThe findings revealed that the participants not only lacked health status but were also required to promote a comprehensive programme for occupational health and safety. The health problems of AFs were identified as the lack of nutrition and high blood pressure, which are related to un-ergonomic condition during work, limited use of personal protective equipment, high stress and workload. The lack of support for AF groups to prevent health problems and to access health services was a key theme for all the participants. Therefore, self-help group as social support was designed to solve the health problems among AFs.Originality/valueThe COHP, through action research, provided a change strategy for AFs to manage and promote occupational health and safety within their practice. The study findings could be used in the development of a framework for PHCs in delivering occupational health and safety practices in the agricultural sectors.