It was only when Rowe's mother-in-law started screaming and waving her arms around that the cow retreated.
St John ambulance staff were so concerned about the "time critical" nature of Rowe's chest injuries they rushed him to Opotiki airfield, where he was met by a Trustpower TECT Rescue helicopter and taken to Whakatane Hospital.
Rowe was discharged from hospital a week ago, the day after the attack, but said he was still feeling very sore.
Rowe's partner, Linda Reece, was inside with their two children when her parents came running in.
"We thought the cow was killing him," she said. "He was just curled up in a heap on the ground, covered in mud, covered in s***. The cow must have fully rubbed him into the dirt."
Reece said she checked him for head injuries and internal bleeding, and called an ambulance.
"He wouldn't move, he was pale as."
The attack took place as Rowe ear-tagged calves on the lifestyle block. The cow and her two calves were the last to be moved and, possibly trying to protect its calves, the cow turned on Rowe.
Rowe said he felt like the attack lasted forever, but was over in about 30 seconds.
Rowe said he had been around cows all his life but had never met one as aggressive as this mother.
"I have been chased by cows, or they've brushed you out of the way, but this was a full-on attack."
He said the cow had been trouble from the moment they bought her, and had even tried to bite him.
"She took a real bad aggrievement to me."
Reece said the the cow's fate had been sealed.
"As soon as she has finished feeding the calves, she's off to the meatworks."
Cow attacks are unusual but can happen when cows become protective of their young during calving season.
