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Staying local and true to its original intent is Ruralco’s primary focus for its future strategy. “It is a change of direction from our previous national growth strategy which was well intentioned in a very different market environment. The decision to consolidate our focus and return to our original vision followed careful consideration by the Board and Ruralco’s executive team following feedback from both shareholders and merchants,” says Ruralco Chair, Sir David Carter. 

He acknowledges Ruralco has had different strategies from time to time over the years, but it’s original intent to make farming life easier for its shareholders remained. 

Ruralco was established in Mid Canterbury 60 years ago to support local farmers who were looking to lower input costs for their farming operations. “We have stayed true to this function, and we want to continue strengthening those ties across our core territory of Mid Canterbury and the wider Canterbury region.”  

This means Ruralco will retain connections with existing shareholders and merchants but will not actively seek business connections beyond the Canterbury region. 

Ruralco CEO, Tony Aitken says the move away from a national focus is a deliberate move back to Ruralco being more shareholder and farmer focussed. 

“Our purpose is to keep local farmers thriving for generations to come by offering real value with the latest innovation in farm supplies, services, and expert advice. Mid Canterbury is at the heart of our homeland, so it is logical we retain our focus locally,” says Tony. 

“We are very fortunate to have such a loyal and parochial support base. Our size and local focus gives us opportunities that many companies do not have – that is to be very connected and responsive to our shareholders. We are small, nimble, and local.” 

The co-operative will also support its local farmers, services and suppliers wherever possible. “We recognise we are all in this together and as your co-operative, we are committed to demonstrating that loyalty. We want to strengthen that connection and to make farming easier for our farmers,” says Tony. 

Over the coming months Ruralco is rolling out new initiatives which highlight this renewed local focus. These include Ruralco initiated local farmer reference group meetings to identify how best to support farming communities. There will also be exclusive shareholder and merchant networking events which inform and encourage collaboration. A “Spend for Your School” monthly promotion has also been launched which allows locals to win $500 for their primary school by using their Ruralco card. 

“Ruralco and its local farming community has achieved a lot together over the last 60 years. This year we celebrate our 30th Instore Days, another example of how we support our community and our farmers. Our people are your people, and we are looking forward to our continued involvement and support of our local farming community,” says Sir David.