But former Aucklander Peter Vendetti, who has opened a homeware business with his wife Sally, says he has noticed the resurgence of rural New ZealandVendettis Entree opened before Christmas, in a shop on Waimate's main street.
On Monday afternoon, the business will be officially opened by Jo Seagar, a friend of the couple, who has put Oxford, another small Canterbury town, on the map since opening a cafe and cooking school.
The celebrity chef and cookbook author had encouraged the couple "no end" with their new venture, Mrs Vendetti said.
Entree is only the beginning - "it's the first course" - with expansion plans for Main Course and Dessert in the future but dependent on the support they receive.
An American, Mrs Vendetti has lived in New Zealand for the past 38 years, with 27 of those spent in Nelson.
She has a graphic art degree and was involved in advertising for most of her career.
She also ran a catering business in Nelson and met her future husband while working in the cookware department in Ballantynes in Christchurch.
He had been in business for many years, was importing kitchenware and was one of her suppliers.
She moved to Auckland six years ago to be with him.
The couple, who are in their 50s, bought the shop in Waimate two years ago. They moved south last year largely for family reasons.
Mr Vendetti described Waimate as a nice town, which was quite vibrant. There had seemed to be quite an influx of people in recent times and they had made some great friend.
Small towns seemed to be "coming back", attracting new residents and businesses, with existing businesses "tidying their act up".
"It's the resurgence of rural New Zealand and it's great to see," Mr Vendetti said.
They have discovered there are many "foodies" in Waimate.
