WORDS BY ANNIE STUDHOLME, IMAGES BY RURALCO
Ruralco was created by farmers for farmers to support farming operations within the Mid Canterbury district. Although founded in 1963, it was another 13 years before then Ashburton Trading Society branched into the retailing of farm supplies, opening its first physical store under the Producers Group umbrella in 1976.
The following year, the Ashburton retail store moved to the Stephenson’s building on Havelock Street, where it remained until moving into its current site in the old Dalgety Building on Burnett Street in 1988.
Following the Producers Group’s decision to become part of the Combined Rural Traders (CRT) operations, the trading society opted out, allying with North Island business Farmlands. This saw it become the buying and retail arm of the co-op in July 1986. That resulted in the Ashburton store subsequently being rebranded ‘Farmlands,’ but after four years, the trading society opted to go out on its own, and ATS Retail was officially born in 1990.
From the get-go, Ruralco was committed to consolidating and growing the Burnett Street site. On securing its 2,000th member, it was presented with the opportunity to purchase the neighbouring McCandlish Motors building in 1994. Initially, the back half of the building was used for storage, and the front half was leased to Ideal Electrical, but before long, the retail store had outgrown its current space. In 1998 a major expansion was carried out, enabling more space for farm supplies to be stocked on-site and offering the opportunity for additional staff to join the co-op’s retail division.
Although Ruralco’s retail arm has undergone a host of changes over the years, driven by shifts in agricultural practices, farmer needs, economic conditions, government regulations, and technological advances, it remains obsessed with upholding its founding vision to this day.
“The farmer is always our number one priority,” says Ashburton Store Manager, Bill Cabout. “It’s always been about getting competitive prices and exceptional service for our farmers. We pride ourselves on offering great value and the best customer service.”
Conveniently located in the town’s centre, the Ashburton store has long been a hub for the rural community, not only stocking a wide array of farm supplies, footwear, clothing, and homewares, but also as a meeting place and drop-off spot.
As one of the co-operative’s longest-serving staff members, former Retail Manager and current On-Farm Sales Manager, Lester Chambers says the changes he’s witnessed during his 20-year tenure, spanning 25 years, have been significant. Having started on the shop floor before moving onto the road as a field rep in 2000 as the dairy boom took hold, he has watched the retail store and business continually shift and respond to the changing farming practices across the district.
“When I first started, we would have thought nothing of holding a whole pallet of Ivermectin (sheep drench). We were also the biggest seller of Tux dog biscuits in the country. The record was 200 40kg bags in one month,” he says.
Lester also remembers the days of the drive-through between Havelock and Burnett Streets. Back then, the product range was minimal as the co-op battled between delivering the best price for farmers and finding suppliers. “We are here to help our farmers and not just keep profits high, and some companies took exception to that.”
As the retail business grew, a lack of space became an issue. Construction of the new Inwards Goods building was a game-changer, the store the room to keep stock on hand. “It gave us an edge over our competitors because we usually had stock, and it has continued to be an advantage for us.”
The early 2000s were marked by massive development and growth for Ruralco. Having celebrated 25 years in retail in Ashburton, two new stores were opened with Rakaia in 2001, followed by Methven in 2003. In addition, a call centre was established, field representatives were introduced, and Saturday trading commenced at the Ashburton store.
By 2002, the co-op had secured its 2,500th member, and its website was launched. The following year, the car park was extended through the purchase and demolition of the old Masonic Lodge Hall.
The 2011 Christchurch Earthquake signaled further changes, with the finance team moving off-site, initially to a building on Havelock Street then to the old EA Building before moving to the former Gabites building across the road from the retail store. In 2014, part of the offices on Burnett Street were removed due to earthquake damage, and 2024 saw the entire team move back under one roof once again.
Another former retail manager, and current Safety and Facilities Manager, Peter Jacob, also has a long history with the co-op, joining the team in 2001. Peter’s memories include the days they had rooms filled with paper files. “Even up to a decade ago, financial statements were sorted by hand. In the early days this was done by farmer’s wives and later by students and office staff. Suppliers used to turn up with wads of invoices. Now, it’s mostly electronic and virtually paperless,” he says.
Change has been a constant, and Ruralco has always prided itself on its ability to quickly respond to the changing needs of the farming community. Over the last 20 years on-farm compliance has come under the spotlight, especially around chemical sales and storage, says Peter. “Initially, there were no Approved Handler Certificates, no SDS sheets and no health and safety. No compliance officer. That’s all changed. Ruralco has always worked with its farmers to help them negotiate change and ensure their on-farm compliance. We want them to be safe and we want to make farming easy.”
Ag chemical continues to be an important part of the business. “People come to us because we carry the stock. The vast majority of the time we have what they require. We stock both the propriety and generic chemical,” says current store manager, Bill Cabout, who draws on a wealth of knowledge following 27 years in the fruit and vegetable industry before joining Ruralco 13 years ago.
Other unique features of the Ashburton store include its spray hardware department and workshop. “We’ve offered the town’s only spray hardware department and workshop for 20 years now. It’s that sort of expertise many customers value and appreciate,” says Bill. “In addition to these specialty services, our store stocks a wide variety of products for all sorts of farming needs, no matter what industry you’re in. It carries the broadest product range in town from a rural perspective.”
Complementing the farm supplies offering and setting it apart from other farm supplies businesses, Ruralco’s Gift and Homeware has remained a constant since the early days. Started prior to the arrival of the big chain stores in town, the Gift and Homeware store was set up initially with the farmer’s wife or partner in mind. “It was all about making sure they could come in and get everything they needed to set up the farmhouse or workers’ house,” says Retail Manager, Tina Thompson.
Today Ruralco’s Gift and Homeware has carved out an enviable reputation as a specialty retail outlet, stocking quality products perfect for birthday, engagement, wedding and special occasion gifts for all ages.
It stocks a wide array of items including towels, linen, kitchen accessories, glassware, cutlery, and tableware. The Ashburton store also stocks an extensive range of clothing, both for on and off farm, along with a variety of work boots, gumboots, and wet weather gear. “It’s constantly changing to meet farmers’ needs. We take the time to listen, ensuring we stock the right goods at the right time,” she says.
“It’s our service that sets us apart from our competitors and it’s something our customers have come to expect, whether its gift wrapping or creating the perfect gift basket, or finding the right work gear to keep our farmers warm and dry during the winter months,” says Tina. “We are here to help.”