First impressions count for CRV’s newest team leader

After more than two decades working in rural sales in animal health and the fuel industry, Pete has come full circle, returning to the livestock and dairy genetics space. He has brought with him a strong focus on building trust with farmers from day one.

Pete leans on simple, old-school principles when it comes to working alongside farmers and says a successful business relationship always starts with listening.

“Our job is to listen to farmers, help them solve their problems and achieve the goals they want for their farm business.

“First impressions count. If you do what you say you’re going to do, that’s what builds trust,” he says.

Now based in Lincoln and leading CRV’s South Island sales team, Pete is focussed on getting out on farm and supporting farmers across North Canterbury to the Upper South Island.

With dairy systems continuing to evolve, he says farmers are looking for practical support that helps them lift both productivity and long-term performance.

Pete brings years of experience in the primary sector and a passion for rural communities.

Growing up in Central Otago and then Canterbury, Pete gained a five-year cadetship straight out of high school which included a herd test and an artificial breeding run. It cemented his connection to working in the rural industry.

“It’s the people who you deal with in the rural sector who make it great. I used to go out and stay with farming families as a herd tester and I still have connections to those farmers.”

Pete is focused on maintaining those strong relationships with farmers and delivering practical on-farm support.

His move to CRV was driven by both opportunity and alignment with the company’s values, particularly its farmer-first approach and focus on building strong, trusted relationships.

“I knew the company had a great reputation along with a strong bull team.

“My first contact with CRV was actually with Managing Director James Smallwood. James is an extremely genuine and open person. Despite leading the business, he’s incredibly approachable. He welcomes being challenged and takes time to see things from your perspective. It’s clear the CRV team values that, and it filters through the team in the way they work with farmers.”

Leading a team which is spread across a large geographic area, Pete is focused on making sure farmers have consistent support, no matter where they are.

“It’s not one of those roles where the manager sits in the office all day. I’m out there supporting my team and working alongside farmers as well, so I understand the challenges and the logistics of covering such a big area.

“It can be a lonely job so I make sure I’m picking up the phone regularly and getting the team together once a month.”

His strong team mentality comes from his ties to rugby.

“I’m from a rugby family and have a background in coaching and it’s all about how to support each other and work best together as a team.”

Pete sees significant opportunity for growth in the Upper South Island and his team is well placed to support those farmers.

“My team lives and breathes this job. It’s not just a Monday to Friday deal. They’re in it 24/7 and if you’re passionate about what you’re doing, it shows and farmers pick up on that.”

In an industry where word-of-mouth still carries weight, Pete says those early interactions matter more than ever.

“First impressions count, but it’s what follows that keeps farmers coming back. I am proud of how passionate and committed my team is when it comes to supporting their farmers and putting CRV’s best foot forward.”