From indoor plants to hides and cushions made with products sourced from their own farm, Trudy Hales has an astute eye for spotting a business opportunity to diversify on-farm income.
Mum of two, Trudy, and her husband Simon are sheep and beef farmers at Kereru Farm, Weber, and have won plaudits for their efforts in both farming and protecting and enhancing the environment, taking out the Tararua Farmer of the Year competition in 2019 and also the Supreme Award for the Horizons region of the Ballance Farm Environment Awards in 2018/19.
In a classic story of self-confessed city girl meets rugged farmer, Trudy and Simon met on a radio station dating promotion, fell in love and Trudy soon found herself packing her bags for life in the country. Two little boys, Rocky and Alby, followed and the rest is history. But, like many rural women, Trudy found herself wanting to contribute, and to have something to call her own.
What started out as a side hustle when some girlfriends asked her to source indoor plants for them blew up as the house plant buzz took off, and branched out to growing her own natives for the farm. The business has morphed and, though she does still have an indoor plant offering, the Kereru Goods brand is now focused on a range of sheepskins, deer, goat, calf and cow hides and interiors (think cushions and furniture), largely sourced from their own farm.
“I feel most passionate about the hides and upholstery and get a real buzz in getting orders off to places like Otago and Auckland. Having pieces that have come from off own farm, put together locally and going off around the country is incredible.”
Describe yourself in 3 words: Loyal, passionate, caring – I hope that I am, I want to be!
Advice for others starting out in business? Be flexible in what you’re doing and recognise what the market wants. Social media is a great tool. There’s a great community of rural women who have had careers and find themselves in places like this with wee babes. Social media is free, it’s a great little community that is really supportive of each other, and promote each other. It’s also great for testing out ideas.
You have to be open to allowing it (the business) to change, seeing what’s working and what’s not, without taking massive financial risk. My risk has to be minimal because we can’t afford a big outlay. It’s a balance of taking some risk without exposing yourself to hard financial repercussions. I would say I have moved slowly but carefully. We have young kids, a busy farm and financial restrictions, but it can still work, you just have to be positive, and patient.
Biggest learning in business? Being a little bit brave. You just never know how something will be received or perceived, or if anyone will be remotely interested! Putting yourself out there and lifting your head above the pulpit and having faith in your idea. Getting past that little bit of self-doubt. I’ve learned I’m a bit braver than I thought.
Most challenging thing about working from a remote location? Thinking outside the box about logistics. Initially, I was travelling almost every day sourcing plants and delivering plants, and we really had to peg that back. We have no cellphone reception and live an hour from town, so finding a courier company was a challenge. We had to be smarter, quickly, about finding a system that worked to get product delivered here, and out to people.
You grow your own natives for the farm, what’s your favourite? I’ve always loved the Cabbage Tree because they remind me of the Dr. Seuss book. I just think they’re an extraordinary, great looking tree – I adore how they look. Since being on the farm I do love how majestic the Totara are, but my little quirky heart really loves a Cabbage Tree. They’re a bit iconic.
Top tips for planting and establishing natives on-farm?
· If you can, buy plants grown locally to your area. I find if they have grown up in your conditions, they have a better chance.
· We use a combi guard. We have some pests, but it also keeps the moisture in in summer when it gets hot. Investing in a guard and some stakes gives the plant a much better chance.
· Don’t put too much pressure on yourself. We plant all our own, and some days you only get a few in and that’s okay. Every little bit counts.
· Natives are really tough, especially flaxes and grasses – they’re tough guys and you can get them re-established pretty easily, they don’t need a lot of care. If you’ve got a big flax bush in the garden, for example, you can cut it into its five fingers (make sure there are some roots) and whack them in the ground. Big bushes can easily be broken up, and that saves on cost.
What’s your top way to spend a day? I really enjoy getting out on the farm with the kids and Simon. And I love getting out to our local beaches. I enjoy the coast, my heart is a little bit around the ocean. I love being out there, that’s a blissful day for me.
One thing you can’t live without? Coffee, I don’t function well without it. I should say my husband and kids, but probably caffeine!
What are out listening to/reading? I enjoy podcasts. I used to work in radio, so I geek out a bit over radio podcasts like Kiss FM, Hamish and Andy, that sort of thing.
Reading wise I love the Shepherdess magazine. I remember picking up the first edition and thinking it was just beautiful, and had really cool, positive stories about rural women. The way they tell the stories and pictorially, it’s beautiful.
The Diana Gabaldon Outlander series books are my favourite. Historical fiction is my jam.
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