Farmlands has been named the official rural partner of New Zealand’s 14 provincial rugby unions in a two-year deal spanning the NPC and the Farah Palmer Cup. The partnership launches as the NPC opens its 50th season next weekend, with all 77 matches broadcasting live on TVNZ and Sky Sport.

Farmlands Head of Brand Loren Aberhart says the partnership was an obvious choice.

“We wanted to do something that would really connect with our rural communities,” she says.

She says farmers and growers are die-hard rugby fans, leading them to the tagline ‘Rural never rests, unless the game’s on’. Farmlands research found that about 60% of farmers are interested in, playing or attending the game.

“Rural does stop sometimes, and a lot of the time that’s when rugby’s on.”

A Rural Rugby Legends programme will recognise the volunteers, groundskeepers and committee members who keep clubs running.

“We want to acknowledge those people who aren’t necessarily coaches or players, but who actually keep rugby clubs alive.”

One particular volunteer is a Dargaville groundskeeper who, aged 82, has managed his club’s turf for 50 years. One nomination can be made per club.

The winning club will receive Farmlands Flex solar panels, a mower, an agronomy package and an all-day working bee.

CountryWide CONNECT with Andy Thompson & Sarah Perriam-Lampp is our daily rural show livestreamed from 11am-1pm. Visit country-wide.co.nz on how to watch/listen or download the CountryWide CONNECT mobile app, available on Apple iOS and Android.