Wharerata Farm

Situated in the heart of South Wairarapa, Wharerata Farm in the township of Pirinoa is framed by the Haurangi Ranges and just a short drive from the spectacular Palliser Bay. Known for its fertile soils and temperate climate, the region provides ideal conditions for a mixed farming operation. We spoke with Sophie Atkinson, a ‘dyed-in-the-wool’ farmer who, alongside her partner Tim, continues her family’s legacy on their fourth-generation farm.

The Atkinsons manage a diverse range of livestock, including deer, beef cattle, sheep, as well as 100 certified organic dairy grazers, which provides great cash flow for their system. This year, they’ve added rearing some beef-cross calves as a more affordable option to build up their stock. As well, the proximity to the coast not only enhances the farm’s appeal but also fosters a unique microclimate that supports their organic cropping. Spanning around 200 effective hectares, the farm serves as a model of resilience and resourcefulness in New Zealand’s agricultural sector.

Farming has always been central to Sophie’s life. “I’m the fourth-generation farmer here at Wharerata,” Sophie said proudly. “I’ve loved it since I was a little kid—loved going out on the farm with my dad, and I loved the lifestyle, so after I left school, I went farming. I managed to travel around New Zealand, farming in different regions and gaining experience.” After working in Gisborne and spending time dairy farming in the South Island, Sophie returned to Wharerata. “Farming here is something special that holds legacy. It’s such an important thing to continue those family farms. I came back and managed the farm for a year, then took on the lease. In 2016, my partner Tim and I bought the stock and plant, and we’ve been farming here ever since.”

In addition to running Wharerata Farm, Sophie and Tim have started their own company, Haurangi Heartland Limited, named after the nearby ranges. “The name of the farm, Wharerata, remains, but this new company structure represents a fresh chapter,” Sophie shared.

Since then, the couple have made several key changes to optimise their business. “The farm is about 247 hectares, with 200 hectares effective,” Sophie explained. “We run 280 breeding hinds, 450 breeding ewes, and around 50 beef cattle annually. We’ve slightly changed our system to finish our own young stock and carry them through to finishing.”

Deer farming, in particular, holds a special place at Wharerata, with a family legacy tied to it. “I have a huge passion for farming deer,” Sophie said. “My granddad and my father live-captured deer out of a helicopter and brought them onto the property. Here I am now, continuing to farm them.” Sophie spoke fondly of the pleasure she finds in deer farming and their significance to Wharerata: “Working with the deer is different. They’re incredibly intelligent, and you have to be patient.” The current deer stock, raised by Sophie, are remarkably quiet. A vet recently told her, “he’d never seen anything like it,” a testament to her passion and considered approach to continuing the legacy.

For almost 100 years, the Atkinsons have been stewards of the land, understanding that true farming success means leaving the land healthier than when they found it. As such, sustainability remains a core value at Wharerata Farm. “My parents were very forward-thinking,” Sophie said. “They retired unprofitable land and planted native trees, creating shelter for animals and a habitat for wildlife.”

These efforts earned the farm acknowledgment in 2021 when they won the NZDFA Next Generation Award, recognising their excellence in environmental, financial, and social performance. Judges praised their protection of biodiversity and respect for the land, alongside the strong family legacy that underpins their business. Sophie noted that it was her mum who was heavily involved in co-founding local biodiversity groups, with Sophie joining in and supporting the efforts.

The farm’s commitment to sustainability is reflected in the diversity of plant species they use in their pastures. “We plant up to 14 different species in the mixes, offering our stock a real fruit salad mix,” Sophie added.

Their environmental work also includes protecting native bush. In 1990, 7.9 hectares were covenanted with the QEII Trust, with an additional 3.2 hectares added in 2010. Today, birdsong fills the air around the farm, a testament to their long-standing efforts. “It’s amazing to see the impact on the ecosystem here,” Sophie said.

Additionally, Tim manages 120 beehives on the property, which adds another layer of sustainability to the operation. The bees play a vital role in pollinating the surrounding environment, and under their new brand, Haurangi Heartland Ltd, Sophie and Tim have recently begun exporting the honey to Germany through a family friend’s hospitality business, opening up new avenues for growth.

The farm also operates a certified organic sheep operation, one of the few in the North Island. However, selling organic lamb meat has been challenging due to the lack of scale. “In recent years, it’s been a struggle to sell the meat organically, especially in the North Island. There’s a shortage of certified organic ewes, and there’s not enough to combine for kills to fill the contracts. We’re lucky enough that our organic wool is still worth something, because I know sheep farmers are really struggling, and it’s a cost for them.”

At the heart of Wharerata Farm’s operations is a commitment to providing exceptional venison to consumers. “Providing high-quality venison is really important to us. We’re always trying to improve what we do, and make sure the product is the best it can be,” Sophie shared. Working with First Light Farms, which processes their venison, has been key. “First Light are amazing to work with. They’re really supportive, they want you on board, and are open to ideas. They have a great relationship with their producers, and they process the whole carcass—nothing goes to waste.”

Being part of the First Light Farms network has been a huge support for their venison operation. Sophie is now focused on improving velveting genetics to boost output. “We’re looking to improve our velveting genetics going forward. I’ve noticed that velveting genetics within the industry have taken a significant leap in the last 10 years, and we’re excited to get more on board with this. Finding the balance between venison and velvet genetics is a challenge, but since you’ve got an animal that produces both, figuring out that balance holds great potential for us.”

Sophie acknowledged the adversities the industry has faced, particularly during the COVID pandemic when export restrictions hampered venison sales. “Farming in the last few years has been tough. Our costs have gone up a lot, and we’ve had to get creative with what we’re doing and think outside the box to fine tune our business. COVID was a struggle within the deer industry. We couldn’t export venison, and it really put a hold on things.” However, the farm’s diversification into beef, sheep, organic dairy grazing, and crops has helped weather market challenges, she explained “Our farm has a lot of different income sources. If one thing isn’t working, something else can fill the gap,” she explained. “Having good records and a clear plan helps us keep on track.”

In addition to financial pressures, Sophie mentioned that seasonal challenges have taken a toll on the operation. “We’ve missed our spring growth for the last three years, which we rely on so much to bank supplements for the coming seasons and grow crops. We’ve come through a drought and some very wet seasons.”

Going forward, Sophie would like to add more deer fencing to the property. “Having half the farm deer-fenced does limit where they can go,” she said. “Farming more deer is on the cards for the future. Our vision is slightly hindered now with financial pressures, but down the track, I’d like to deer-fence a lot more of the farm and give us greater farming options.”

Despite the challenges, Sophie says the farming lifestyle makes it all worthwhile. Growing up on Wharerata herself, she now shares that same experience with her children. “The best part about running the farm is definitely the lifestyle I get to enjoy with my kids. I get to be a mum and I get to farm alongside them.” Sophie is also involved with the local volunteer fire brigade, which she explained helps balance her time with farming and family responsibilities. “It’s important to have a balance on and off farm. Not that I have this balance quite right,” she admitted with a smile. “Farming can be an exhausting endeavour at times, and it’s important to step away and recharge.” For Sophie, getting out in the bush is a great way to clear her head and find some mental space away from the demands of farm life.

Wharerata’s stunning location also plays a big part in Sophie’s love for farming. “It’s definitely a beautiful part of the country, and I’m lucky to be able to continue farming here,” she said. “We’ve got the ranges as our backdrop, and we’re so close to the coast for fishing. It’s paradise, really.”

Moreover, for Sophie, being involved in the rural community is essential. “Rural communities are really important,” she emphasised. “It’s about sticking together, supporting each other, and having those contacts around you. Some advice I’d give to someone starting out in the deer industry is to go and find a local farmer that’s happy to show you around their farm and share their knowledge. There are lots of people within the industry keen to support young farmers into the deer industry.”

As Wharerata Farm continues to evolve, Sophie remains optimistic about the future. Whether through sustainable practices, diversification, or maintaining their commitment to high-quality venison, Sophie is determined to make the most of every opportunity. “We’re always trying to better what we do,” she said. “It’s not always easy, but it’s worth it.”