Tourist operators embrace Maori Made

By IRENE CHAPPLE

The controversial Maori Made mark could prove a money spinner for New Zealand tourism.

The mark, intended for stamping on "genuine" Maori products, will attract a hefty premium, say retailers.

It has been approved by the Intellectual Property Office, and gives Creative NZ the right to put the brand on certain Maori items.

Developing the Maori Made mark has cost $831,000 over the last two years. The logo's design cost just under $11,000.

The management and administration of the design, after its official unveiling on February 8, is expected to cost $120,000.

NZ First leader Winston Peters criticised the costs, saying an investigation was needed into taxpayer funds.

But Creative NZ marketing and promotions consultant Kataraina Hetet said the mark would be one of authenticity and quality, and benefit New Zealand's tourism operators.

"We have qualitative research from retailers of Maori art. Those that have been selling artworks with certificates of authenticity and an assurance of quality have reported that buyers will buy products with certificates over similar products without them. Secondly, they will pay more for those products."

Trade New Zealand marketing general manager Rod MacKenzie said introducing a point of difference in products was good for New Zealand.

"Brands do create value over time."

Tourism New Zealand chief executive George Hickton said it would benefit tourists.

"People have moved away from buying plastic tikis," he said. "It is a selling point for New Zealand and it gives Maori culture a promotion."

Retailer Mike Tamaki, of Tamaki Maori Village in Rotorua, said a mark of authenticity was essential.

He said carvings could attract a premium of 30 to 100 per cent when hand made by a Maori artist.

Stamping them with the Maori mark could push premiums higher, he said. It would also raise the standard of work.

Creative New Zealand said there would be criteria for the definition of authentic Maori art.