The accolade was also recognition of something unique in these days of takeovers and conglomerates, Kilwell has never been out of family ownership since Jeremy's father, the late John Wells senior, founded it 85 years ago.
It's now being led by a third generation of Wells, Jeremy's son Geoff and daughter Amanda. Jeremy retired recently and his elder brother, John junior, stepped down a few years back.
It's not just the Wells' whose association with Kilwell is ongoing, staff stay seemingly forever. Jeremy's super proud of that.
"There are some like Garry Loye and the great cricketer Harry Unker who spent their whole working lives with us, others have been on the payroll 40 years-plus, there are 15 or so names on the 30-year honours board." In Kilwell terms even after a decade with the company staff tend to be regarded as greenhorns.
Loyalty's a two-way street. Each decade of service is given special recognition, these days it's extra paid leave and names on those honours boards.
Our People has a confession to make; for years we've laboured under the misconception that the Kilwell range was restricted to fishing rods. Oops, bad mistake, but apparently a common one.
The company operates two arms, Kilwell Fibretube and Kilwell Sports. As well as rods the former produces the majority of the masts on 49er international high-performance sailing dinghies and racing yachts, and 85 per cent of its products are exported.
The tables are turned with the company's sporting arm which imports and wholesales fishing tackle and firearms-related products.
"We bring a container of 196,000 clay targets into the country from France every three weeks, we need to, they're so quickly blown to dust."
Kilwell Fibretube's diverse product lines include movie set weapons - Star Wars light sabres come from its factory floor. Buy a Bentley, and it's likely to have a Kilwell fibre tube tucked into the bodywork. There are Kilwell components in bomb disposal robots and throughout the aerospace industry.
3-D printing has swelled production capability. It's Kilwell that's tackling the 12m sculpture destined for the Hemo Gorge roundabout.
We could go on, but Our People's core role is to profile people, not companies.
So step forward Jeremy Wells.
He does so reluctantly, he'd much prefer to be giving us a conducted tour of the showpiece garden he and wife Helen have carved out of a neglected wilderness, or their home, chocka with furniture he's hand-crafted with a master craftsman's skill.
A fallen tree, whatever its species, is never wasted when Jeremy's around, he admits he can't help himself.
"I just like working with wood. One day I got sick of boating, sold my boats, rented out the boat shed and used the proceeds to buy a few [manufacturing] toys. One thing led to another."
Jeremy's and the company's story are inextricably linked.
The latter's foundation stone was laid when Jeremy's father - "a Pom and civil engineer" - arrived in Rotorua via Auckland in the 1930s, his first home a Lake Rotoiti houseboat.
Opening a sports depot in Fenton St he sold sporting goods. Flies were tied "in a shed out the back". Initially, they carried the brand name "Killwell" but for obvious reasons, he dropped the second l in kill."
A keen fisherman, John turned to rods.
Jeremy joined the business from the classroom. "I left school on a Friday, was at work on the Monday turning handles for fishing rods, making jigs and lures."
As a child his father introduced him to fishing; initially he was a reluctant pupil.
"I dreamed of owning a push bike, a bow and arrow, but Dad took me to the Tongariro River, I got to love it."
In his 20s he was promoted to sales rep.
"I was travelling the country, away for weeks on end, there were no motels then, I'd often stay with sports dealers, fishing at weekends."
When New Zealand introduced stringent import licensing controls Kilwell could have crumbled – vital components the business relied on came from overseas.
John senior refused to be daunted, he assigned Jeremy to California to learn the composite tubing process rod making required. "I wasn't paid to be taught, but they did give me a stretch Buick V8, I was terrified driving it on the freeways."
New Zealand's monetary regulations restricted him to US$19 a day. "I really had to scrimp and save."
Home with his new knowledge, the company expanded, moving to Tarawera Rd where the Outdoorsman Headquarters is now, operating with a staff of seven. It's been at its present Te Ngae site 30 years and the present staffing level is 80.
"Initially I ran the glass fibre side, carbon fibre hadn't been invented, my brother ran the sports side."
In 1971 Jeremy was enjoying a basic bachelor's life "flatting with my mate Old Boy's rugby captain Creano [John Crean] using newspaper for a tablecloth when I was asked to introduce a new QE physio to a few locals.
"I took one look at her and thought 'by crikey' but she certainly wasn't interested in me, she was planning her OE; eventually she succumbed to my relentless pressure."
The couple bought 18 barren acres [7 hectares] at Kaharoa, leasing it for grazing before eventually building there.
Jeremy was frequently out of the country. "The company's exporting side was growing rapidly, Helen was extraordinarily uncomplaining, became a brilliant hostess to the huge number of guests from overseas who came to stay."
As their children grew, Helen returned to her hunting and equestrian eventing passions.
"I'm sure if it hadn't been for me she'd have represented this country."
Four years ago the Wells moved into town. They're living with the reality that cancer has consigned Helen to borrowed time; neither dwells on it.
We steer the conversation back to the awards' acknowledgement of the contribution the Kilwell brand's made to Rotorua.
"I don't see it so much as a contribution more as a family business that's employed a lot of loyal locals and introducing family values to people it's been a privilege to work with."
FACTBOX:
JEREMY WELLS
Born: Rotorua, 1944
Education: Glenholme Primary, Huntley (CORRECT) Boys' Prep School Marton, Wanganui Collegiate
Family: Wife Helen, son Geoff, daughter Amanda. Five grandsons (including twins), granddaughter
Interests: Family, fishing, shooting, golf. "I gave it a break for 27 years because of a back injury, I'm really enjoying it again." "Our family bach up the coast". Woodwork, gardening
On his life: "I've had the good fortune to have a wonderfully loyal family around me."
On Rotorua: "It's a marvellous place to live and work, a central crossroads with old friends flowing trough."
Personal philosophy: "Do what's right."
