Taranaki pivot Beauden Barrett kicked nine penalties to help his side to a 39-33 ITM Cup win over Premiership leaders Bay of Plenty on Tuesday.
Despite the loss, Bay of Plenty stay top of the Premiership table, three points clear of second-placed Taranaki.
Barrett's record-setting 29-point haul beat the old mark set by Tasman's Tom Marshall - ironically against Bay of Plenty in Blenheim last year - and equalled Andrew Mehrtens' New Zealand first-class record, set in a Tri-Nations match against Australia in 1999.
Bay of Plenty looked on course for their fifth win in the season after Steamers wing Lelia Masaga scored two converted tries in quick succession to give the visitors a comfortable lead.
However, the tables turned in Taranaki's favour after Bay of Plenty flank Sam Cane was yellow-carded for infringing, allowing the home side a chance to bounce back.
Barrett slotted over five penalties, while number eight Samuela Vunisa bagged to a try that brought the scores level before half-time (20-20).
Taranaki continued to pile on the pressure after the break, with Barrett adding another four more penalties to seal the win for his team.
Tries: Vunisa, Baker
Pens: Barrett 9
For Bay of Plenty:
Tries: Masaga 2, MacDonald, Cane
Cons: Noakes 2
Pens: Noakes 2, Waenga
Taranaki: 15 Kurt Baker, 14 Andre Taylor, 13 George Pisi, 12 Jayden Hayward, 11 Jackson Ormond, 10 Beauden Barrett, 9 Tyson Keats, 8 Samuela Vunisa, 7 Scott Waldrom, 6 Jarrad Hoeata, 5 Craig Clarke (c), 4 Jason Eaton, 3 Shane Cleaver, 2 Mahonri Schwalger, 1 Michael Bent.
Replacements: 16 Laurence Corlett, 17 Carl Carmichael, 18 James Broadhurst, 19 Souness or Vunisa, 20 Brett Goodin, 21 Jack Cameron, 22 Isaia Tuifua, 23 Timo Tutavaha.
Bay of Plenty: 15 Toby Arnold, 14 Lelia Masaga, 13 Phil Burleigh, 12 Jason Hona, 11 Ben Smith, 10 Chris Noakes, 9 Jamie Nutbrown, 8 Colin Bourke (c), 7 Sam Cane, 6 Tanerau Latimer, 5 Culum Retallick, 4 Leon Power, 3 Josh Hohneck, 2 Dan Perrin, 1 Tristan Moran.
Replacements: 16 John Pareanga, 17 Pingi Talaapitaga, 18 Luke Andrews, 19 Luke Braid, 20 Josh Hall, 21 Dan Waenga, 22 Lance MacDonald, 23 Bronson Murray.