Wednesday, 04 November 2015 07:49

Maori dimension the key to NZ’s international success

Written by  Peter Burke
FoMA’s Traci Houpapa says they are talking with exporters about using the ‘Maori Story’ to better promote NZ pockets overseas. FoMA’s Traci Houpapa says they are talking with exporters about using the ‘Maori Story’ to better promote NZ pockets overseas.

New Zealand is dismal at telling its story to consumers in international markets and needs to emphasise the unique Maori dimension, says the Merino NZ chief executive and boot-camp leader John Brackenridge.

He says NZ is poor at spending time in markets gaining empathy and understanding consumers; this requires special skills, which we lack as a nation.

The 'clean green image' story is not unique to NZ; while we have a great environment, other countries can also claim this.

"But we have our Maori culture and if you rake in things such as kaitiakitanga (guardianship), coupled with a strong Maori economy, this is something that nobody else has," he told Rural News. "We have an indigenous people who have fantastic assets and many of them are doing a great job in managing those assets."

Maori are hugely underrated in NZ, superficially and at a much deeper level, he says. The principles of manaakitanga (hospitality) and kaitiakitanga need to be recognised, embraced and entwined into a true partnership whose value is recognised worldwide.

He cites an example from recent bootcamp sessions at Stanford University.

"The appreciation of this was evident when a professor finished a session and the group sang a waiata. How many classes do they teach where the class stands up and provides song?" he asks. "These people teach hundreds of classes and who do they remember? They remember the people from Aotearoa NZ. They remember the waitata and they remember the collectivism that was there and our point of difference.

Meanwhile, the chair of the Federation of Maori Authorities (FoMA) says Maori are talking with a number of primary sector exporters about how the 'Maori story' can be used better to gain a premium position in overseas markets for Maori and other NZ exporters.

Traci Houpapa says they are getting a lot of support from the red meat, dairy and kiwifruit sectors about how Maori culture can be interwoven into stories to explain NZ's unique brand.

She says a lot of conversations now going on will bear fruit in coming years.

"Major questions are, how do we get a clear line of sight to our markets and customers and how do we ride out the commodity cycles? Also, how do we secure supply contracts as Maori exporters?

More like this

A very fine tour

Ross Macmillan is looking forward to treating a coach load of international visitors to a nearly two-week tour of the South Island’s Merino industry.

Featured

 

Wool group raises $500k

A new group established to revise the fortunes of New Zealand’s struggling strong wool sector says it has already raised more than $500,000 and is starting to roll out its work programme.

Bring on the blueberries!

While Hew Dalrymple was beginning his journey with broccoli, brother Roger became involved in a state-of-the-art blueberry growing operation, which sees the fruit grown in hydroponic pots in huge tunnel houses.

National

Machinery & Products

Good growth year for Claas

While many sectors of the agricultural machinery were hit by the ravages of Covid-19, the effects of the pandemic did…

Green machine frugal on fuel

According to the industry respected independent DLG PowerMix test, John Deere appears to be the best choice of tractor for…

App takes pressure off

TRS Tyre & Wheel, owned by Trelleborg Wheel Systems, has introduced the TLC Plus App to the New Zealand market.

New MF 5S series arrives

Just before Christmas, Massey Ferguson quietly released details of the successor to its popular MF 5700S range in the shape…

» The RNG Weather Report

» Latest Print Issues Online

The Hound

Poor snowflakes

This old mutt understands the country’s trendy, woke, vegan community (all four of them) is taking time out from being…

Any charges?

Your old mate wonders if the over-reaching do-gooder who set up a North Canterbury cow sanctuary “to save retired dairy…

» Connect with Rural News

» eNewsletter

Subscribe to our weekly newsletter