Hard Working Kiwi Legend | Brent of Rugged Valley

July 24, 2024

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MEET THE CREW

Name: Brent Smith, the Founder of Rugged Valley.
Vehicle: Ford Ranger
Based: Wairarapa

Tell us what does a typical day in your life look like?

I kick start the day with a good strong black coffee – not because I’m trying to keep up with the trendy millennials 😉 My love of black coffee came from my younger years working on our family farm. Milk was a luxury that we didn’t have out and about!
Then I head to the office – I love chatting with the team first thing; they are the life blood of our business!

How do you spend your weekends?

Weekends are for gardening, tackling jobs around the house, and getting out and enjoying nature. It's a great balance to the busy work week. I recently became the proud owner of an electric bike too, which I enjoy taking for jaunts around the neighbourhood.

Currently, what is the biggest challenge in your industry?

The biggest challenge is getting customers to see that they are saving money in the long run by protecting their seats now. It's an investment in their vehicle's longevity. We get tired of seeing those cheap, stretchy covers - they don't last, don't stay on the seat and end up costing you money. Not to mention how often you end up replacing them and how wasteful that is - ending up in the landfill.

Who has been the biggest influence on you in your profession?

Probably the people I get to interact with. I love being a part of the NZ made manufacturing scene and providing great hard-working Kiwis with jobs. The camaraderie and shared passion are incredibly motivating.

What do you hope for manufacturing in NZ in the coming years?

Hopefully, manufacturing in NZ will continue to flourish. I love seeing all these new, fresh brands cropping up throughout New Zealand. It's exciting to think about the potential and innovation we can bring to the market.

What is it about your trade that gets you out of bed in the morning?

I love knowing that we are making our customers' lives easier and better! Protecting their vehicle seats so they can save money by not having to replace wrecked seats is a satisfying part of the job. We receive a steady stream of hilarious reviews and great photos from our customers putting in the mahi! I mean, check out these two! What a thrashing! 

If you were to say 'back in my day' to someone what would you be telling them?

I'd tell them about what we used to spend to buy our lunch! $1.01 used to buy a pie, a doughnut, and a pot of yoghurt from the school canteen at Hastings Boys' High School. Those were the days!