Joel Peterson

For Joel Peterson, a single open day at the Ruapehu Dairy Unit at Pāmu changed everything.

“I’d been farming privately for four years when I visited Ruapehu. I was intrigued by the scale, the professionalism, and the sense of purpose,” he recalls. 

That visit sparked a career move that would see Joel rise through the ranks and become a leader in the Manawatū dairy community. Joel joined Pāmu in 2018 as a senior farm assistant at Ruapehu. Within 18 months, he stepped into a 2IC role at Egmont Dairy Unit, and soon after, he was promoted to farm manager—a position he held for four and a half years. 

What drew Joel to Pāmu wasn’t just the career progression. It was the culture of learning and collaboration. 

“Coming from the private sector, I was impressed by how Pāmu farms at such a high level. There’s a real sense of being part of something bigger, something that impacts the industry and the community,” he explains.

Mentorship played a key role in Joel’s journey. “I’ve had incredible support from leaders like Mitch Furlani and Tony Dowman, who gave me opportunities to manage Egmont and oversee Tasman Organics. Those experiences were game-changers,” he says. Along the way, Joel’s commitment to excellence earned him the title of Manawatū Dairy Manager of the Year 2022 in the NZ Dairy Industry Awards—a recognition that opened doors to industry-wide networking and community engagement.

Joel’s story is more than a personal success. It’s a reflection of how Pāmu invests in people and the wider agricultural sector. Through training, leadership development, and involvement in initiatives like the Dairy Industry Awards committee, Joel has helped strengthen the local farming community. 

He believes:

His advice for rangatahi considering a career in agriculture is simple: “Put your best foot forward and take every opportunity. If you’ve got the drive, Pāmu can help you achieve your goals.”

Now in a leadership role supporting Lower North Island dairy units, Joel is focused on lifting performance and sustainability across the region. “I’ve got the best of both worlds—I get to lead and still stay connected to the land,” he says.

For Joel, farming is more than a job—it’s a way to contribute to the future of rural communities and the environment.