Tel: 021 206 3208




James and Janine Parsons own and operate Ashgrove along with their three primary school aged sons Corin, Matt and Joseph.  They farm in partnership with James’ brother Chris and wife Hayley Parsons. And are joined in managing the farm business with Ed Long and his wife Juanita.

James along with overseeing Ashgrove also serves as a company director on several boards. He recently retired from Chairing the boards of Beef + Lamb New Zealand Limited and the New Zealand Meat Board. After graduating from Lincoln University with a Diploma in Farm Management James went onto become a professional shearer, before purchasing the family farm in the North Hokianga in 2001, soon after he married Janine a Registered Nurse. In 2013 they sold the Far North farm and later purchased their current property near Dargaville with Chris and Hayley. Chris is a decorated NZ Army officer having served with the NZ special forces and currently serves as a Brigadier General in the NZ Army.

Ashgrove is governed by a Board of directors with quarterly board meetings. It was established as a farming company by the shareholders with the motto:

“Excellence through partnership”

While we don’t claim to be excellent, we aspire to achieve excellence and we do this through partnering with others. When it comes to ram sales our philosophy is not to just sell rams but to partner with sheep farmers in pursuit of high performance and profitable sheep farming. By farming Coopworths on hard hill country in Northland we put the sheep through the paces and only sell the best rams to clients after a rigourous culling regime.


Farm Manager – Ed Long

Ed Long and wife Juanita are an integral part of the Ashgrove team, managing the operational side of the business. Prior to joining the Ashgrove team, Ed had built up a strong level of expertise in the sheep and beef sector in farm management shepherding around Northland as well as Central Plateau and Hunterville. Ed is a keen dog trialist and enjoys the strong hill country of Ashgrove to run his dogs.

Juanita is also active within the farm business and local community Chairing the local Tangowahine School Board of Trustees. They have four children; Paige, Arlin, Hannah and Byron.  The whole family joins in to help out at during the busy periods and enjoy life at Ashgrove.