Farmer Peter Gerald Sinclair (51) died when the Toyota hatchback he was driving and a Ford ute collided in Moffat Rd, off State Highway 1, 10km south of Balclutha on Tuesday night.
Pauline Simpson, principal of Rosebank School where the Sinclair children went to school, said Mr Sinclair's death was a huge loss.
It would have a deep impact on the community, she said.
Mr Sinclair's wife Karen is the chairwoman of the board of trustees at the school.
Mrs Simpson said Mr Sinclair was always the first person to offer to travel on school camps and help out with outdoor activities such as rifle shooting.
"He was a kind, generous and loving man.''
He was committed to his family and, therefore, to the school.
"He was very much loved and respected by students and staff.''
Mr Sinclair, according to his Facebook page, attended Lincoln University and Otago Boys' High School.
One of his two sons was a passenger in the vehicle and escaped with minor injuries.
It is understood Mr Sinclair was involved with various community organisations, including the Balclutha Round Table.
Members of the Round Table and others who knew Mr Sinclair declined to comment yesterday, some saying it was "too fresh''.
Senior Constable Graeme Ferguson, of Balclutha, said the family were naturally distraught.
Clutha-Taieri area response manager Senior Sergeant Alastair Dickie, of Mosgiel, said serious crash unit staff assessed the crash site yesterday.
Moffat Rd was closed for much of the day.
