Rugby: Yarrows recommits as TRFU principle partner

Taranaki Rugby are thrilled to announce that Yarrows the Bakers, one of Taranaki’s most iconic and beloved brands has re-signed as Principal Partner for the 2026-2028 seasons.

The partnership extension includes Naming Rights for the Yarrows Taranaki Bulls and further cements one of the most enduring partnerships in New Zealand sport.

The two organisations have shared several memorable Amber & Black moments over the past four decades since Noel & Melva Yarrow began supporting Taranaki Rugby back in 1988. Highlights have included a clash with the British & Irish Lions (1993), Ranfurly Shield tenures (1996, 2020 & 2024), an undefeated NPC season (2021) and a historic NPC title (2023).

Proudly owned and operated by John & Rosaleen Yarrow (third generation) and Philip Yarrow (fourth generation), Yarrows the Bakers has remained true to Manaia and Taranaki, while achieving remarkable growth on the world stage.

Yarrows the Bakers Executive Director Philip Yarrow on the extension: “ Yarrows has enjoyed a long and proud partnership with the Taranaki Rugby Football Union, and we’re delighted to be continuing that support for another three seasons.”

“As a Taranaki based family business, we’ve always believed in backing the organisations that help bring our community together. Rugby plays a special role in the fabric of New Zealand, and the TRFU represents the pride and spirit that Taranaki is known for.”

“The success of Yarrows has been built on strong partnerships, from our customers here in New Zealand and offshore to the dedicated team behind our brand. These partnerships enable us to continue investing in the region we call home, and we’re proud to stand alongside Taranaki Rugby for the seasons ahead.”

"We are extremely proud to have the Yarrow family and Yarrows the Bakers extend their incredible and unwavering support as Taranaki Rugby’s Principal Partner. Their story of baking for the world out of small-town Manaia is a very special one" said Jimmy Fastier, Taranaki Rugby Chief Executive Officer.

"John, Rosaleen, Philip and the Yarrows the Bakers team are innovative, ambitious and always striving for baking excellence, these are attributes that Taranaki Rugby aspire to at all levels of our game.”

“There is no doubt that Yarrows the Bakers support of Taranaki Rugby has played a crucial role in the success of the Yarrows Taranaki Bulls over the last eight years. We look forward to creating more memories together over the next three seasons.”

Founded in 1923 by Alfred & Grace Yarrow as a small Manaia bakery, the business has since grown into one of the largest independently owned bakeries in Australasia.

The state-of-the-art flagship bakery in Manaia operates 24 hours a day, seven days a week, alongside facilities in Auckland (Loaf), Rotorua, and Tirau.

Yarrows the Bakers range of frozen bakery products including artisan breads, specialty rolls, croissants, cookies and pastries, are supplied to leading supermarkets, retailers, and foodservice customers throughout New Zealand, Australia and several parts of Asia.

The company has held a longstanding global partnership with Subway, supplying their bread and cookie products for over 25 years.

To celebrate the partnership extension Yarrows the Bakers and Taranaki Rugby have teamed up to deliver two exciting initiatives for the Taranaki community.

Fans who wear a Yarrows Taranaki Bulls apparel item into the Yarrows Manaia Shop this week will receive a complimentary regular coffee or hot chocolate and cream donut. Manaia shop opening hours are Monday to Friday 7.30am to 3.30pm.

There will also be an opportunity for five Taranaki school classrooms or businesses to win a Yarrows lunch and tickets to the opening 2026 Yarrows Taranaki Bulls NPC match at Stadium Taranaki.

Fans will be able to nominate a school classroom or business through the Yarrows Taranaki Bulls Facebook page next week.