The town is often referred to as “The Rose town of New Zealand”, because of its elaborate rose gardens in the centre of the town. Many local businesses use “Rosetown” in their name, and the symbol of the rose is widely used on local signs and billboards. The local paper, Te Awamutu Courier, has a symbol of a rose in the masthead on its front page.
The town is also well known for its large dairy factory.
Other towns surrounding Te Awamutu include Cambridge, 25 kilometres to the northeast, Otorohanga, 30 kilometres to the southwest, and Raglan 50 kilometres to the northwest. The small town of Kihikihi lies just to the south of Te Awamutu.
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