"In my opinion we don't celebrate success in the primary sector enough. If we don't do it - 400 people coming together here tonight - no one will do it for you."
Society president Richard Chambers said Craig and Trish Sinclair, who manage a 718 ha farm on Glenross Rd, Waiwhare, had caught the eye of the judges this year.
"A stand out for the judges of the [Farmer of the Year award] was the Sinclair's achievements, with high sheep and cattle performance in their challenging environment, farming 650 to 720 metres above sea level.
"It will be an impressive field day next month when we get to see and understand more about how the Sinclairs are achieving award winning results."
Awards committee chairman Peter Tod said there had been a high calibre of nominations and entries this year across the five award categories.
Bel Group chief executive Justine Kidd won the inaugural Hastings District Council Hawke's Bay Primary Sector Industry Leader of the Year Award, which aims to recognise innovation in the local industry.
Mr Tod said Ms Kidd was a "true ambassador for the dairy industry and Hawke's Bay".
"Under her leadership the Central Hawke's Bay dairy farming business Bel Group, which comprises nine dairy farms totalling 2700ha milking 8800 cows, is delivering outstanding business results.
"But what truly shows why Justine is a great leader is how she acknowledges, that this is not about her, but the strong team of people working around her."
The Laurie Dowling Memorial Award for outstanding contribution to agriculture, went to New Zealand Federated Farmers immediate past president Bruce Wills.
"Bruce Wills is a very deserving winner for his services to the rural industry through his tenure as New Zealand Federated Farmer's president, he led the change of an organisation from confrontational to engaging positively in constructive debate on a range of difficult issues," Mr Tod said.
Simon and Josie Beamish from Awapai Station won the Pan Pac Hawke's Bay Farm Forester of the Year, and third-year university student Kahlia Fryer won the Lawson Robinson Hawke's Bay A&P Scholarship.