| 19 T T Sue Russell Burgeoning growth heralds exciting era Geoff Rolleston: “We certainly have very strong aspirations that guide our work today,” REGIONAL DEVELOPMENT Maori Kiwifruit Growers For Geoff Rolleston and fellow members of Maori Kiwifruit Growers Inc, these past few years have heralded in an exciting era, full of possibilities, to expand their contribution to New Zealand’s international kiwifruit marketing sector. He puts this burgeoning growth down to grounding a strategic plan constructed around bringing Maori kiwifruit growers together, with a common voice and intent. It’s this collaboration and shared will to find, and mark their stamp in, new markets that’s led to some wonderful new opportunities presenting. Today, Maori Kiwifruit Growers Inc boasts a membership of more than 50 Maori owners who collectively own and operate 100+ kiwifruit orchards. “I can trace it back to a big meeting we had in 2016 to korero around how we might adavnce our own identity as Maori kiwifruit growers and find ways to engage in the sector more productively. From this we formed the organisation and got a dedicated person who is our General Manager, to steer our strategic growth. We certainly have very strong aspirations that guide our work today,” Geoff says. Strengthening engagement with Zespri to explore new markets has been one expression of this activity and one that is reaping rewards. In early October last year a delegation to Dubai resulted in opening up conversations around supplying kiwifruit from Maori producers into this lucrative market. A consignment of 50,000 trays of MKGI kiwifruit, valued at $1.3million was shipped to the UAE, the first, Geoff hopes, of many more trading encounters. The visit, made possible through working in collaboration with Scales Corporation (owner of Mr Apple) and Zespri, provided the platform on which Maori Kiwifruit Growers Inc unveiled its ‘Legends of Aotearoa’ marketing promotion, warmly received by the visiting dignitaries, including United Arab Emirates’ Minister of Foreign Trade Dr Thani bin Ahmed Al Zeyoudi. Legends of Aotearoa artfully blends Maori storytelling with digital engagement and is the brainchild of Maori agency Run Creative. “The visit absolutely surpassed our expectations. We brought ourselves as a people to the table, led by Te Arikinui Kuini Ngā wai hono i te pō VIII, whose presence brought dignity and mana to the occasion.” Results of the marketing promotion showed clear evidence that the visit and campaign had a very positive impact on sales. “Sales of kiwifruit are up 17% on the previous year. There was considerable uptake from consumers and store managers in particular saying they were absolutely overwhelmed with the response. The point-of-sale material gave real insight into Aotearoa and we believe only good can come from this very positive start.” Maori Kiwifruit Growers Inc has 50 grower members, most concentrated in the Tauranga, Te Puke and Te Kaha areas. “We are the glue providing not only inspiration for our current Maori growers but through instigating tool-shed meetings we’re getting greater participation. We’re also about encouraging other Maori entities who have unproductive whenua to look at ways of creating an economic resource for their people.” Since Dubai the organisation hasn’t taken its ‘foot off the throttle’, Geoff says. He attended the inaugural EU-New Zealand Free Trade Agreement business summit, held in Auckland on 24 October. “I couldn’t believe how many of the visiting Ambassadors want to engage with us as Maori Kiwifruit growers. Seeing that interest is very heartening and a foundation on which we can engage in future trade agreements.” This year, a new strategy is being set with discussions taking place in January, giving impetus to new outreach and bold engagement. “We want to align and build on what started over three years ago when we visited Hawaii to engage with their people. Our more recent experiences in UAE have only given us more energy and commitment to continue to build on what we have so far achieved. The future is very exciting indeed!.” Established by Māori, for Māori To build and grow the Māori Kiwifruit business for current and future generations info@maorikiwifruitgrowers.com • www.maorikiwifruitgrowers.com Scales Logistics • Air Freight • Sea Freight • Import • Export • Warehousing • Domestic • Global Networks Trusted since 1912. Scales Logistics are proud to support New Zealand producers in exporting and importing their goods across the globe. At Scales logistics, our purpose is simple; to keep your business moving. From sourcing the most competitive freight rates to managing global cargo movements, we navigate the complexities of international shipping- and we’ve been doing it for over a century. Get in contact today! sales@scaleslogistics.co.nz 00 64 800 SCALES WWW. S CA L E S L OG I S T I C S . CO . NZ
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