Silver Fern Farms CEO sees better days ahead
Despite Silver Fern Farms (SFF) posting a $21 million loss last season, chief executive Dan Boulton believes that better days are coming.
Exclusive to Farmlands, the ‘1972 by Barkers’ represents the co-op’s most versatile choice for rural people, it says.
The co-op reports that in the first week, sales have been strong with almost 1000 pieces sold. The iconic Barkers trackpants is leading the top-sellers.
Farmlands chief executive Tanya Houghton says Farmlands stores are in parts of rural New Zealand that a fashion brand like Barkers normally can’t be.
“We’ve created a range of high-quality clothing that’ll work as hard as our farmers and growers. It’ll last through tough conditions on-farm and also look good down at the local pub or restaurant.”
The range has been named ‘1972’ as a celebration of Barkers’ 50-year history of creating quality menswear. Farmlands says the 1972 collection is another way it’s delivering on its mission to bring more value to farmers, joining Farmlands’ stable of exclusive products and brands that now extends across agrichemicals, animal feed, workwear and rural supplies.
Barkers chief executive Glenn Cracknell is excited about the collaboration. “It really is the perfect partnership with a highly-regarded New Zealand rural brand.”
The first winter collection, featuring merino knitwear, outerwear and classic shirts, is now available from select Farmlands stores and online.
