Shrek helps John Perriam launch his book last night.

Shrek helps John Perriam launch his book last night. Photo by Rosie Manins.
Shrek helps John Perriam launch his book last night. Photo by Rosie Manins.
Despite being a reluctant author, Bendigo Station owner John Perriam is confident his first book, Dust to Gold: The inspiring story of Bendigo Station, home of Shrek, will be a hit with readers.

Mr Perriam's book, which details the transformation of Bendigo Station near Tarras from high-country farming property to home of pinot noir vineyards, quality merino sheep and more famously Shrek the sheep, was officially launched before about 200 people in Cromwell last night.

"It was so easy to write about Shrek but the book is much bigger than that - it's about Cure Kids, strength from struggle, and stepping outside your comfort zone," he said.

Publishers Random House approached Mr Perriam to tell his family's tale after they featured on the TV show Country Calendar.

"There's no way I would have gone about writing a book, but they thought the show had the fabric of a good story and the process began. I don't consider myself an author . . . there's been a great team around me from the start."

On its third reprint, the book is already making serious headway in New Zealand, with about 10,000 copies ordered and more on the way.

"That gives me a lot of confidence that it's going to be well received," Mr Perriam said.

His book royalties will go to charity Cure Kids, which has benefitted from more than $150,000 generated by Shrek's celebrity status since the merino was discovered in 2004 and shorn for the first time.

This morning, Mr Perriam and Shrek will also hit the streets of Queenstown to celebrate the book launch, and in November the pair will travel to Alexandra, Winton, Gore, and Invercargill for other scheduled events.