A delegation of Māori kiwifruit growers say Māori culture has put them in good stead in the Asian market as cultural commerce is highly valued.
Anthony Ruakere of Te Awanui Huka Pak says Māori are often hesitant to put a measurable value on their culture.
“The concept of taking our cultural capital and giving that a value may not be appropriate and it's difficult to completely forget that.”
Lain Jager, CEO of Zespri says despite the company not having a specific Māori strategy, they are working alongside Māori to co-brand their produce.
Kingi Smiler, who is heavily involved in the Māori-owned dairy company, Miraka, applauded their stance saying a collaborative effort is crucial in the Asian market.
"It's great to see Zespri as a major industry player around the world, taking on the authenticity of our culture and looking to develop that to develop more value in those markets.”