Mr Coffey said he was happy at 34, after being placed at 30 for the last election when he stood in the Rotorua electorate.
"I still believe the seat is completely winnable with a lot of former Mana voters out there who have always been disappointed with what I call the National/Maori Party 'friends with benefits arrangement'."
"So, it's not automatic that the Mana vote will go back to Te Ururoa Flavell, or to me for that matter, and that's why it's always been about serious campaigning for me.
"The disenfranchised Mana voters are the king makers in the Waiariki electorate and they will be the people who decide who the Waiariki MP will be."
Mr Coffey said there was some common ground with Labour and Mana supporters in opposing the Te Ture Whenua reforms, water bottling by overseas companies and wanting to have a conversation about who owned New Zealand's water.
He said if Labour picked up more than 32 per cent of the party vote he would make it into parliament on the list, but that was not his focus.
Mr Sandford, who will be standing in his first general election, said he did not expect a high list position.
"I'm just happy to be on the list and my main focus has always been to be the electorate MP for Rotorua and go into parliament with the full support and backing of the people here in Rotorua.
"Our campaign is already under way now and people have been really open about the issues they are facing and how Labour and myself will work to solve those problems," he said.
Other notable list candidates from around the region were the East Coast's Kiri Allen at 20, Tauranga's Jan Tinetti at 14 and the Bay of Plenty's Angie Warren-Clark at 38.
Labour Party president Nigel Haworth said the party's Moderating Committee met over the weekend to consider a wealth of high calibre candidates for the list.
"We are delighted to present a list that contains 74 talented candidates and
provides further renewal to Labour's caucus ... who reflect New Zealand's diversity."
Mr Little said he was proud and excited to be leading a dynamic and capable group of candidates.
"I have said I wanted a party list that is as reflective and representative of New Zealand as
possible. This is a list that achieves that.
"I can't wait to hit the campaign trail with them."
Labour Party regional list candidates
- Rotorua electorate candidate Ben Sandford 57
- Waiariki electorate candidate Tamati Coffey 34
- East Coast electorate candidate Kiri Allen 20
- Tauranga electorate candidate Jan Tinetti 14
- Bay of Plenty electorate candidate Angie Warren-Clark 38