This brand tohu has been strongly inspired by the taratara-a-Kai pattern and shown in a more traditional form as a takarangi, an intersecting double spiral. In this context, the takarangi represents the past knowledge held within the whakapapa of Māori Kiwifruit Growers and the future innovation it continues to drive as the spirals continue growing outwards without end. The more intense use of notches symbolises the abundance of kai supplied of opportunities provided by Māori Kiwifruit Growers. 

While this interpretation is more traditional, the design is still simple and modern to appeal to a broader audience. The colour of this tohu is a clay red earth colour or kurawaka, the traditional colour of whenua in te ao Māori. 

MKGI were successful with their application to Kiwifruit New Zealand and have secured export into Hawaii for the next three years. In 2023, MKGI exported 3 containers into Hawaii and 2024 will see MKGI export up to 17 containers into the Hawaiian market, a significant achievement for our entity. To date, there are 4 containers on their way to Hawaii, ready to arrive in time for the Festival of the Pacific Arts.

To enhance our market presence, MKGI collaborated with the creative agency Run Limited to develop a comprehensive brand and in-market campaign, launching in the first week of June. We are honoured to have the Māori King, Kingi Tuheitia, host our launch event on Thursday, 6th June in Hawaii. This is a significant achievement, and this level of support is greatly appreciated.

Known to Māori as the Amokura and Kanaka Māoli as the Koa’e ‘ula, the tail feather of the red-tailed tropicbird was prized by both Māori and Hawaiian peoples as a symbol of safety, navigation, and chiefly qualities.

To bring the voyaging story to life, the Amokura bird has been utilised throughout our in-market campaign in Hawaii to showcase the connection from Aotearoa/New Zealand to Hawaii. To ensure that quality kiwifruit is carried “from our islands to yours.”

This unique seabird ties all nations of the Pacific together and has now come to symbolise the language and whakapapa ties between our islands. Like the legendary Amokura bird, a navigator between the Pacific islands, MKGI serves as a bridge connecting cultures and markets abroad. Together, we navigate the vast expanse of the Hawaiian market, guided by shared values of sustainability, cultural richness, and community prosperity. This collaboration isn’t just about selling fruit; it’s about honouring and fostering meaningful connections, celebrating indigenous heritage, and cultivating a brighter future for all involved.