Podcast: Rob Sharkie - Ruralco
[ E03 ]In this episode of Co-op Leader Conversations, Rob Sharkie, Group CEO of Ruralco, reflects on four decades in the stock and station industry and the evolution of a Mid Canterbury trading society into a national agri-retail co-operative.
Rob traces Ruralco’s origins back to the Ashburton Trading Society, explaining how the organisation deliberately chose independence rather than merging into larger competitors. That decision, he says, has allowed Ruralco to remain closely connected to farming families while still building nationwide capability across farm supplies, fuel, fertiliser, seed and financial services.
A major theme of the conversation is relevance. Rob describes the challenge of serving both long-standing shareholders and the next generation of farmers, who expect different engagement, technology and flexibility. He explains how Ruralco sees its role as helping farmers navigate increasing regulatory complexity and a growing array of input choices, while keeping people and relationships at the centre of the business.
The episode also explores Ruralco’s experience operating as an essential service during Covid-19, particularly through the disruptions of the August 2021 lockdowns. Rob shares how deep inventory, clear communication and a nimble organisational structure enabled Ruralco to continue supporting farmers through a critical spring period.
Looking ahead, Rob outlines Ruralco’s long-term strategy to 2035. He explains how a long horizon supports better decision-making, encourages flexibility and reinforces the importance of collaboration with other co-operatives to address shared industry challenges. Throughout, he returns to the idea that co-operative ownership fosters deeper care, loyalty and long-term thinking than purely corporate models.
Conversation themes
Independence and scale in agri-retail co-ops
Intergenerational relevance and engagement
Operating as an essential service during Covid
Long-term strategy and organisational agility
Collaboration across the co-operative ecosystem
Why this matters
This episode offers valuable lessons for co-op leaders balancing tradition and change. It highlights how long-term vision, member ownership and collaboration can help co-operatives remain relevant through disruption while staying true to their purpose.
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