A 10-year-old-boy has died and his father has been critically-injured in a horrific ATV crash on Mother’s Day.

Cambridge Volunteer Fire Brigade chief fire officer Dennis Hunt said he believed the group had been hunting when the six seater side-by-side all-terrain vehicle rolled, according to Stuff.

The crash occurred on French Pass Rd, Karapiro, at about 2.30pm on Sunday.

The boy’s brother and a friend had also suffered serious and minor injuries in the crash which happened in a remote part of the property, he said.

“It was a hectic time out there,” he said. “It was quite remote and we couldn’t get a 4WD to it. We have to be taken there by the neighbours.”

Hunt told Stuff he didn’t believe the party were wearing helmets.

A man in his 40’s was rescued from the scene and needed to be “winched out from a height of 40ft”, according to an Auckland Westpac Helicopter spokesperson.

The man was flown to Waikato Hospital in a critical condition.

The property where the accident occurred is owned by Shaw’s Property Holdings Limited, whose directors are Nelson Schick, Jonathon Schick and Samuel Linder.

Nelson Schick, his wife Sue and their son Rodney own Windsor Park Stud, near Cambridge, which has won several awards for its horse breeding achievements.

Nelson and Sue Schick were named on the NBR Rich List in 2001, with an estimated fortune of $25 million.

The Schick family declined to comment.