OUR RURAL HERITAGE & HEARTBEAT BEHIND THE BRAND

When speaking on the rural heritage of Stoney Creek our ‘motto’ is the best way to describe the way we feel, It’s in the blood™.

The rural heritage that lies behind our story here at Stoney Creek, begins where many Kiwi rural stories do, at a family farm, in a small town. For Brent and Juanita McConnell, growing up on a dairy farm wasn’t just their way of life, it was their whole life. A place where survival meant hard work, where performance was measured by daily results, and where being prepared was non-negotiable!

In rural life, if you’re not ready, you’re already behind. That kind of upbringing is, reflected into every product we make. Because when you’ve lived the life, you don’t just design rural gear for fun. You build it to last the test of time. For us at Stoney Creek performance isn’t just a goal, it’s our heritage.

Brent’s story starts early in the small town of Taupiri, milking cows before and after school for $15 a milking, hungry to start a future in the agricultural world.

He convinced his father to lend him machinery, launching a small contracting business that split the profits 50/50. Leaving school at 16 to study agriculture, he balanced study, milking, and his growing side hustle. His drive only grew, from young boy to, farm manager, contract milker then to share milker, Brent’s journey reflects risk, resilience, and a deep lived understanding of the rural sector.

Juanita’s roots head back to Putaruru in the heart of South Waikato, where she grew up with a similar story to her husband Brent, milking cows and working on the family farm in Waotu.

Unlike Brent, Juanita was a straight ‘A’ student encouraging her to do an agri business degree at Massey University, leading her into the corporate space as a rural bank manager. The farm life never left her. Juanita’s days still began with feeding calves before heading into the office, then repeating the process at night. That upbringing installing hard work, paired with the grind of rural life and preciseness of corporate leadership, now shapes how she leads, thinks, and helps drive the Stoney Creek vision, especially in the finance department.

Together, Brent and Juanita have combined their strengths to build something bigger. Stoney Creek is a reflection of their rural heritage, built on early mornings, hot cups of coffee, strategy, and the kind of trust only bonded through hard work.

From grass roots, Stoney Creek has been constructed on innovation and performance. With the goal of being best in class.

The leadership of Brent and Juanita, has given Stoney Creek a qualified understanding of what rural and outdoor customers demand and really need. They don’t guess what the next best thing could be, they know. From being at the mercy of mother nature, battling through the seasons, the market, and through the long days where they know that your gear demands performance. Brent and Juanita’s journey together has helped influence every product built at Stoney Creek. It’s gear they wish they had back in the day, and now it’s gear they’re proud to pass on to fellow rural outdoors families!

By building a team of talented individuals that appreciate their rural heritage, Brent and Juanita have created a team culture where everyone pushes to understand the customer, because, in many ways, they are the customer! That first-hand knowledge drives a passion for relentless dedication to build purpose-built gear that performs under pressure. From product design, to customer service, our Stoney Creek team knows what matters, backed by their leadership and confidence of taking inspiration and advice from those who have lived it.

Taking care of our backyard, is something that hits home for Brent and Juanita. This is what led them to establish ‘Our Backyard Trust.’ A Registered Charitable Trust that focuses on conservation, child and community well-being, and rural mental health. It’s a way of paying it forward. Brent and Juanita feel it’s their corporate responsibility in protecting New Zealand’s environment and community for future generations. This is more than giving back. It’s about encouraging our people and network to get involved in supporting others where it counts.

No matter who you are, or where you come from your upbringing is in your blood. Coming from grass roots, Stoney Creek is never walking away from the rural industry. It’s in our blood. There are big visions and ideas on how to lift the game for Stoney Creek once again. The one thing those visions involve, is never leaving the rural industry. “The rural sector has taught us a lot, but what it hasn’t taught us, is to slow down.” Brent laughs.

Here at Stoney Creek, we are a collective team of passionate farmers, hunters, fisherman, gardeners and beyond! Combined we are a team that use our experiences and passions to give depth and understanding to what we do. This is why we do, what we do. Working to be the best in class is in our blood, and we aren’t stopping now.

Brent & Juanita McConnell
Owners of Stoney Creek