Brent Paterson
Director
Meet Brent
Hi, I’m Brent (or Butch to most..). I’ve been involved in the agricultural sector for as long as I can remember and have a strong connection to farming, people and the rural community. As the founder of Rural Directions, I’m passionate about supporting people and businesses across New Zealand’s primary sector and helping them find the right people and solutions for their needs.
I believe the same values that guide us in farming and family should guide us in business too, we care about people and we care about what we do.
My Journey
The primary sector has been a big part of my life since start date in 1969, and I continue to have an active interest in operational farming through our 600-hectare property in Patoka, Hawke’s Bay.
It’s interesting as my career has evolved so too have the advancements in technologies. The advent of wearables (Halter in our case) has re invigorated my excitement in farming and the gains we are experiencing on our operation are extraordinary. I think resilience in farming is a thing and it’s not just about building back but looking at new ways to ensure system longevity. In my view wearables is NZ’s biggest advancement in generations.
I’ve recently picked up the role as Chair of Catchment Communities Aotearoa which is a great way to contribute back to the sector and it’s close to my heart. It’s about amplifying the voice of our members which currently sits at 274 representing some 13 million hectares across NZ. This involves a lot of time working with Central Government Ministers and Ministries as we are determined to try and help these excellent farmer led groups do more great work on the ground and get support for doing it.
Rural Directions was founded in 2005 with a simple focus on caring about people and doing things well. Since then, I’ve had the privilege of working alongside hundreds of farming businesses and gaining exposure to a wide range of ideas, systems and approaches across the primary sector.
Over the years, I’ve learnt the importance of asking the right questions and taking the time to understand what people really need. Every client and business is different, and it’s a privilege to be trusted to help them find the right people and outcomes.
Outside of Work
Outside of Rural Directions, life revolves around family, farming and the usual rural pursuits. My wife Jackie and I have two daughters, whom are in Canterbury chasing their dreams of Nursing and Large Animal Vet Tech roles.
We now live in Havelock North and tend to the development of our small ‘life sentence block’ when time allows.
I have a saying that, luck is where preparation and opportunity meet, we’ve been lucky to deal with so many great people in the primary sector and I hope we get lucky and meet again soon.