Traditionally, you grow a mo in Movember.
But Graham Reichardt is going about his Movember fundraising for men's health back to front.
For more than three decades Mr Reichardt's proudly sported a beard, but to mark the beginning of Movember he had it completely shaved off, exposing his chin, top lip and the sides of his face to the fresh air for the first time in 35 years.
Now he's planning to spend the month of November growing a mo, which he plans to shave off again at the end of the month. After that, he reckons he'll stay with the clean-shaven look permanently.
Mr Reichardt's doing the Movember challenge because he wants to help change the face of men's health and make people aware of what they should check out when they see their doctor.
And as the franchiser of Jim's Mowing, with five franchises in Rotorua and more in the Bay of Plenty, Hawke's Bay and Gisborne region, Mr Reichardt's also been encouraging his 35 franchise owners throughout the area to get behind Movember too.
He said Jim's Mowing in New Zealand and Australia had partnered with Movember and most of its franchise holders were backing the campaign. To kick it off, all the franchisees are donating $20 to Movember and all the franchisors are donating $50 each. Last year Jim's Mowing raised $14,000 for Movember, and this year they hope to exceed $40,000.
Shaving his beard off was a huge step for Mr Reichardt, who said his beard had been part of his face for so long he didn't remember what he looked like without it. He said he'd kept it so long because he was too lazy to shave.
"My son is 35 and he's never seen me without a beard ... my wife is a bit worried because she's never seen me without it either."
For the big shave, Mr Reichardt enlisted the help of Taupo barber Dave Williams of Lisa's Barber Shop. Mr Williams trimmed the beard with clippers before finishing the job with a razor.
Afterwards Mr Reichardt was happy with his new look, and his wife Shona gave the clean-shaven visage the thumbs up.
"I think he looks better without it," she said. "[The beard] was quite ageing because it was all white. At least I won't get tickled now when we kiss."
To donate to Mr Reichardt's Movember fundraising, go to nz.movember.com, click 'donate' and search for Jim's Mowing.