For 34-year-old Tama Cooper, taking out the title of Mr Waimarama 2018 was a win for all dads in the Hawke's Bay region.
The Havelock North man took to the stage with confidence, proudly declaring he was a father-of-three, and soon heard his name called out as the male winner of the Waimarama Beach Day's beauty competition.
While admitting he hadn't intended entering Mr Waimarama, he said he was pleased to win on behalf of all local dads.
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"It's mainly to show the dads out there that we can still do it and to show my kids that I can do it. When I look out there at the beach today, a lot of dads put all their time and effort into their kids and don't take time out for themselves.