Rugby World Cup lucky charm Richie McCow sold to meatworks

Richie McCow became NZ's 2011 Ruby World Cup lucky charm. Photo / Sarah Ivey

He was our 2011 Rugby World Cup lucky charm.

But it appears Richie McCow's - the cup's unofficial mascot - luck has run out after the three-year-old was sold to the meatworks last year.

Richie's owner, Kyle Underwood of the Maungaturoto Hotel in Northland, confirmed the news when the Herald rang to check if he would be playing any role in this year's world cup.

"Unfortunately I have some bad news. He was sent to the works last year. I didn't even realise," Mr Underwood said yesterday.

Richie McCow at home at the Maungaturoto Hotel, Northland, with his owner Kyle Underwood in March 2013. Photo / Richard Robin

Richie was born with a white mark, akin to a silver fern, between his eyes and and an all black coat in July, 2011.

Mr Underwood thought he was a good omen for the All Blacks, so he was named after the team's captain.

Whether Richie was just what the team needed to get them through, it worked as the All Blacks snared the World Cup title back after 24 years.

The Herald caught up with Richie in 2013 when he was still riding high off his celebrity status and had even moved inside the pub.

However, turned out he didn't like all the attention and was eventually put back out on his parent's Maungaturoto farm and later sold.