MAORI
The formal agreement to create the HUI
Maori Collective has been signed at the
Beehive, and comprises 11 companies
which will be hosted on NZ Post’s
flagship store on the e-commerce platform TMall
Global, part of the Alibaba group. Chinese customers
will be able to order online, and NZ Post will
then package the order from its Auckland Airport
warehouse and send direct to Chinese consumers
in a partnership with China Post. The innovative
solution is underpinned by a world-first verification
process developed in collaboration between
AsureQuality, New Zealand Post and New Zealand
Trade and Enterprise for the HUI Māori Collective.
The ‘Food Trust Framework’ means that Chinese
consumers can be confident that their goods do
come directly from New Zealand and the authenticated
Māori producers in the collective, offering
total consumer transparency via a unique product
QR code and a verified physical delivery logistics
system. For exporters, the framework delivers
the trusted transparency and confidence in their
own brand stories and ‘NZ Inc’ that discerning
international consumers are looking for, HUI chair
Hayden Johnston says. “Together we have formed
an incredibly cohesive group with an outright focus
on quality and respect for land and people. We
proudly put forward our very best products and we
have learnt to leverage our collective skills, energies
and resources in the belief of achieving even
greater success together.’’ Further provenance
authentication is provided through New Zealand’s
FernMark Licence, which will be displayed on
HUI packages, Tmall Global and the HUI Collective
website. Carrying the trademark offers the
collective an additional layer of credibility and trust
to both distributors and consumers in China. This
is the first time a FernMark has been issued to a
coalition group of exporters, and the HUI group will
benefit from FernMark’s robust online IP protection
programme, which monitors more than 800
global e-commerce markets in China, including
TMALL and Taobao. This ensures that all products
bearing the FernMark are licensed to do so,
thereby providing a mark of trust and authenticity.
Tiki Taane has also joined the coalition, blending
world-class Māori entertainment with premium
food and beverage products, providing Chinese
consumers with a unique shopping experience
and helping the coalition’s products stand out on
Tmall Global. Minister for economic development,
environment, trade and export growth David Parker
says the simple reality is that trade is crucial for our
wellbeing and standard of living. “Around 620,000
Kiwis rely on exports for their livelihood. It is why
the Government is firmly focused on supporting
our exporters. And as a consequence, we applaud
those who contribute to our prosperity at home
through their success on the international stage,”
he says. “As a country, we know that we need to
diversify and enhance the value of our goods and
services exports, and the HUI Māori Collective is
the perfect example of that.’’ Minister for Maori development
Nanaia Mahuta says HUI carries all the
proud, valuable Maori qualities to China. “Today is
a modern world of commerce where it is global,
borderless and online – a place where Māori excel.
What makes Māori business unique is our culture,
our values, our approach.” Alibaba Group managing
director in New Zealand Maggie Zhou says
New Zealand products continue to see strong and
growing demand from Chinese consumers across
Alibaba’s marketplaces. “We look forward to working
with the local businesses involved in the HUI
Māori Collective and working with New Zealand
Post to support the roll out of this initiative on our
Tmall Global marketplace.” The creation of the HUI
Māori Collective has been supported by a number
of organisations, including New Zealand Trade and
Enterprise, AsureQuality, NZ Post, Te Puni Kōkiri
and Poutama Trust. The ANZ bank will provide
support to develop a future blockchain solution,
and bespoke finance solutions to support the Collective
manage its financial flows. Auckland Airport
has also come on board as an official partner, and
will create a video that will tell the ‘producer to
consumer story’ through the Collective’s innovative
delivery logistics. The HUI Collective was launched
in China on November 5, during the China International
Import Expo (CIIE) in Shanghai.
COLLECTIVE
HITS CHINA
Wine, Mānuka honey, fruit bars and Kawakawa soft drinks are
part of a range of premium Māori-branded products that will band
together to take high-quality local food and beverage products
direct to Chinese consumers from this month.
42 NOVEMBER 2018