On 3 March 1986, a fresh-faced 17-year-old walked into Moore Markhams Whanganui for the first time. Jeff Whitlock had just begun what would become an extraordinary 40-year career with the firm.
His early years
Jeff’s connection to the Whanganui community runs deep. His great-great-grandfather, Frederick Whitlock, established Whitlock Pickles and Chutneys in Whanganui in 1877. During his school years, Jeff spent many holidays assembling boxes for the sauces, earning a little pocket money along the way.
All schooling journeys come to an end, and for many 17-year-olds the question of what comes next can feel overwhelming. For Jeff, it did not. Accounting felt like a natural fit. He grew up watching his grandfather, Howard Whitlock, who was well known throughout Whanganui, work as a respected accountant. Inspired by both his ability and standing in the community, Jeff was drawn to follow the same path.
Moore Markhams Whanganui
Moore Markhams Whanganui was established in 1953, and when Jeff joined the firm as a trainee accountant, Graeme Meyers was Senior Partner. Alongside gaining practical experience, Jeff studied extramurally through Massey University. At the time, the office had just two computers, and typing was a skill possessed by only a handful of staff.
Jeff recalls that digital systems were still a long way off. ‘We didn’t have digital bank statements or transaction records. You had to physically write the codes beside each transaction on the bank statement, and then they’d be sent to a separate company to be processed.’
He also remembers a major shift in the profession. ‘One of the bigger changes occurred in late 1987 with the introduction of a 10 percent GST. It was a learning curve for the whole team, and I remember learning alongside others who were already well established in the firm.’
Farm accounting
Over four decades, Jeff has witnessed transformation across the industry, and rather than being unsettled by change, he has embraced it. He became a qualified Chartered Accountant in 1991, and by 2003 was a Director and part owner of Moore Markhams Whanganui.
Technology, in particular, reshaped both accounting and farming. ‘In my early days, farmers would arrive with suitcases full of invoices and receipts that I had to organise into some kind of order,’ Jeff explains. ‘Those same farmers might sit on a rainy day straightening nails for re-use. Farming has changed significantly since then, and so has accounting.’
Although farming was not part of Jeff’s early life, he was drawn to farm accounting. The rural communities surrounding Whanganui gave him the opportunity to build strong relationships with farming clients while developing specialist accounting expertise.
‘I owe a great deal to my mentors, Brian Rhodes (FCA) and Graeme Meyers (FCA),’ Jeff says. ‘Under their guidance, I was able to deepen my client relationships and develop the technical skills that led me to become a farm accounting specialist in New Zealand.’
In 2002, Moore Markhams Whanganui acquired Gresham Walkington Waverley, a practice founded by former MP Peter Gresham and accountant Richard Walkington. Their client base was largely focused on forestry and farming.
Jeff benefited greatly from their mentorship, gaining insight from their generously shared experience and expertise. He thrived on the complexity of forestry accounting and is now recognised nationally as a specialist in the field, working with both national and international clients.
“I first met Jeff 32 years ago in 1994. Jeff has always been generous with his time and assisting members of Moore Markhams with his specialist knowledge, especially in recent years with accounting for the Forestry industry. I was on a trade delegation last year in Europe and in Budapest I was greeted a function by a lawyer who said, “your partner Jeff Whitlock is fantastic and has been a great help to my clients” That sums Jeff up he is well known in the Whanganui community but also is sound considered advice has global reach as well.”
Sam Basset, Chair, Moore Markhams.
It’s all about the clients
What has sustained Jeff’s enthusiasm over 40 years is, above all else, the relationships. He has watched clients grow, supported businesses as they have developed, and formed lasting friendships along the way. ‘I’ve met a lot of really good people over the years, and it’s been a privilege to watch them grow and thrive,’ he says.
Jeff believes the provinces are often underestimated. ‘People overlook the talent and diversity that exists outside the main centres,’ he says. ‘I’ve seen companies grow from kitchen-table start-ups into multi-million-dollar enterprises.’
He also notes the global reach of many local businesses. ‘People might be surprised by how many clients are working internationally from Whanganui and Waverley. My goal is to make sure they receive the highest quality accounting advice and support, right here in their local communities.’
Jeff values the place he calls home. With a population of around 50,000, Whanganui offers what he describes as a close-knit environment, where it is easy to build friendships with people who bring a wide range of skills, talents and business interests.
Community involvement has always been central to Jeff’s life beyond the office. Over the years, he has volunteered on kindergarten, primary and secondary school boards, donated professional services to a range of community groups, and served on local boards. ‘Investing in our community is one of the most important things we can do,’ he says.
Technology
Spending 40 years in any profession is no small achievement, and ongoing change has kept Jeff engaged throughout his career. Shifts in regulation and society have played a role, but technology has brought the most noticeable day-to-day change. It has also introduced new challenges, particularly around maintaining a healthy work-life balance.
The pandemic made virtual meetings commonplace. While Jeff recognises their value, it also reinforced the importance of personal interaction. ‘Technological advances are fantastic,’ he says. ‘But with every step forward, we risk losing some of the human connection. AI, video calls, cloud accounting and digital banking can make life easier, but they can also create distance between advisors and clients. As advisors, that human connection is essential. Site visits and face-to-face meetings help us truly understand what makes a business or operation tick.’
Family
For Jeff, work has always been balanced by the importance of family. They have guided his career decisions and continue to motivate him. With a love of travel, Jeff particularly enjoys time spent in Spain and Italy, with Portugal next on his list. He and his wife also share a passion for classic Jaguars, owning a 1962 E-Type since 1997. His wife’s 1963 Mark II Jaguar often joins it on drives through the rural landscapes of Whanganui.
Their two sons, both born and raised in Whanganui, have chosen to stay in the region. The eldest works as a software developer, a background Jeff admits has helped him broaden his understanding of technology. The younger has followed his father into accounting and joined Moore Markhams Whanganui in January 2026.
Jeff has never viewed accounting as mere number-crunching. He values the long-term relationships he has built with clients and those connected to the businesses he supports. Working across farming, forestry and manufacturing, he brings adaptability, curiosity and a strong commitment to learning to his work. These qualities have underpinned four decades of varied and rewarding experience at Moore Markhams Whanganui. Jeff has no regrets about choosing accounting, nor about building his career in provincial New Zealand. Both have been deeply fulfilling and enduringly rewarding parts of his professional life.
