Mr Purvis (55) died on his Cluden Station farm.
A local farmer, who asked not to be named, told the Otago Daily Times Mr Purvis was moving stock on his property when five or six cows became stuck in a bog.
Mr Purvis phoned the farmer for help to get the cows out.
When the man arrived he found Mr Purvis dead at the scene.
The cause of death was not yet known.
An ambulance was dispatched from Cromwell to Tarras. Cromwell police also attended. Tarras resident Beau Trevathan, a friend of Mr Purvis' since primary school, said the community would do all it could to help the Purvis family.
"It's very sad.
''A tragedy like this has a deep effect on families in Tarras, as the community is largely made up of third or fourth-generation families.
''Our parents and grandparents went to school together . . .
''This leaves a big impact on the area," he said.
Mr Trevathan said the community was proud of Mr Purvis not only because he had been an All Black, but also because he was a high achiever in cricket and horse racing.
"He achieved the ultimate goal of wearing an All Black jersey and it was a very proud moment for the whole community to have one of our own make that elite club," he said.
Mr Trevathan said the Purvis family had farmed Cluden Station for more than three generations, and the tradition was set to continue, with Mr Purvis' children taking an interest in the property.
An obituary will follow.
NEIL PURVIS RUGBY AND RACING IDENTITY
Age: 55
Born: Cromwell
Home: Cluden Station, Tarras
Family: Wife Lesley, children Sam, Ben and Georgina
Rugby: Midfield back or winger
All Black career: Debut (sole test cap) v Ireland, Athletic Park, June 1976; also played 11 games on 1976 tour of South Africa, scored nine tries
Otago career: Played 55 games between 1973 and 1981.
Clubs: Upper Clutha, Wanaka
School: John McGlashan College
Also played for: Wairarapa-Bush, South Island, Junior All Blacks
Racing: Owner and breeder of many top thoroughbred racehorses, including Cluden Creek, who won the Wellington Cup in 2004.
Cricket: Purvis also played Brabin Cup (under-20) cricket for Otago.
