Heartland Rural is the brainchild of Paul Boyack, owner-operator of a single-outlet farm and lifestyle block supplies store near Porirua, Wellington.
“There are two tiers to the business. One is to give small, independent retailers in New Zealand an opportunity to buy farm supplies that’s cost effective... The other is for farmers to buy online and have goods delivered to their door,” he told Rural News.
Boyack has set up a warehouse in Lower Hutt where he’ll consolidate retailers’ orders for things like farm clothing, or fencing materials, and deliver to their stores at a cost that he says will compete with the price the large chains, such as PGG Wrightson or RD1, are able to buy at.
A second warehouse is planned to service the South Island.
He’s been working on the project for over a year, “getting the brand established and suppliers on board.” In the past month he’s distributed flyers nationwide.
To buy from the website users will need to register. “Rural retailers will be approached by me individually.”
