Richie McCow, the Maungaturoto beast, became an unofficial mascot of the All Blacks. Photo / File
He was our 2011 Ruby World Cup lucky charm.
But it appears luck has run out for Richie McCow - the cup's unofficial mascot - after the 3-year-old was sold to the meatworks last year.
Richie's owner, Kyle Underwood of the Maungaturoto Hotel in Northland, confirmed the news when we 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.
Richie was born with a white mark, akin to a silver fern, between his eyes and and an all black coat in July, 2011.
The young black-and-white Northland bull caught the eye of the news media around the world with the silver fern-shaped mark on his forehead - thought to be a good sign for the All Blacks in the lead-up to their World Cup campaign.
Richie was compared to Paul the Octopus of soccer World Cup fame.
The Ayrshire and friesian-cross bull ended up with a 60 per cent hit rate when it came to predicting World Cup results.
One of his more controversial - and luckily incorrect - picks was when he chose Argentina to lick the All Blacks.
Mr Underwood thought he was a good omen for the All Blacks, so he was named after the team's captain.
In 2013, Richie was still riding high off his celebrity status and had even moved inside the pub.
However, it turned out he did not like all the attention and was eventually put back out on his parent's Maungaturoto farm and later sold.
Northland Waste has been recognised for its people-focused growth in this year's awards.