Maori owned company, Huka Pak, are leading the charge on indigenous branded Kiwifruit in Singapore and Malaysia. Koha talks to Hukapak CEO, Hemi Rolleston.
Boosting the growth of the Maori economy through increased trade with Asian nations is set to herald new opportunities for primary sector innovation. With an increasingly dominant market presence in Singapore and Malaysia, Te Awanui Huka Pak Ltd (Huka Pak) is one of the few Maori companies who command a significant market position in Asia. With a new strategy that includes a unique focus on indigenous branding, CEO Hemi Rolleston says he is confident the Tauranga based kiwifruit packhouse will realise even greater opportunities in the Asian region.
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Key quotes from article:
“We have a collaborative agreement with Zespri to go into particular emerging markets. It allows us to form direct relationships with buyers,” says Rolleston.
“But while Huka Pak recognises the benefits of having a strong and healthy relationship with Zespri, he believes the company could add more value to their kiwifruit by placing increased emphasis on being a distinct cultural brand. After two years of looking at how to blend local culture and history into their brand story, Huka Pak have joined forces with FOMANA Capital Ltd as part of the Tekau Plus10+ initiative to focus on indigenous branding research in Malaysia and Singapore.”
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