Chapter 1: Whakarongo – To Listen
The pou is being carved by Arekatera ‘Katz’ Maihi. Katz went on a two-month journey with us to get to know our Co-op and the people in it so he can create a design that is unique to us. Watch chapter one to see the start of the journey, what we are doing, why we are doing it and Katz’s ‘induction’ to get to know our Co-op.
It will be a physical representation of our Co-op and everyone in it, telling the story of our past, our present and our future ambitions, a tangible reminder that our strength and success come from working together and from our connection to Aotearoa New Zealand out into the world.
Virtual Tour
Spark’s farm Rangiora
Brown’s farm Matamata
About Katz
Arekatera 'Katz' Maihi
Arekatera ‘Katz’ Maihi visiting the Brown Farm in Matamata. Left to right, Wynn Brown, Tracy Brown, Katz Maihi and Anzac Tasker
Geoff Spark and Arekatera ‘Katz’ Maihi taking a selfie
Arekatera ‘Katz’ Maihi visiting the Brown Farm in Matamata. Left to right, Wynn Brown, Tracy Brown and Katz Maihi
Jonathan Smith and Arekatera ‘Katz’ Maihi
Darryn Corbett and Arekatera ‘Katz’ Maihi
Arekatera ‘Katz’ Maihi and Nathan Patuwai
Sandy Lin, Glenn Shingleton and Arekatera ‘Katz’ Maihi
Amanda Nottage
Arekatera ‘Katz’ Maihi carving the pou in his home in Whakatane
Arekatera ‘Katz’ Maihi carving the pou in his home in Whakatane
Arekatera ‘Katz’ Maihi unveiling the Pou
Arekatera ‘Katz’ Maihi and Tiaki Hunia at the unveiling of the Pou
Miles Hurrell at the unveiling ceremony
Katz leads a team of carvers, who all work together to tell our story.
Katz graduated from the NZ Māori Arts and Crafts Institute in 2006 and established Toitu Design Ltd in 2007. Since its inception, Toitu Design has been a leader in its field and has built a reputation around expertise, authenticity, and workmanship to the highest standard. A strength is fusing traditional Māori art forms with contemporary design. Katz’s work can be seen outside Eden Park, and as part of the America’s Cup 2021 to name just a few. Click here to read more about Katz and Toitu Design.
Frequently Asked Questions
Why are you doing this?
- The Co-op has been on a journey the last few years to reset our strategy and direction, these changes have given us the opportunity to relook at how we tell our story as an Aotearoa New Zealand company.
- Being from New Zealand, the Maori world view inspires our mindset. We acknowledge the interconnectedness of all living and non-living things and our commitment to Manaakitanga (care for people), Kaitiakitanga (care for our land and environment) and Whanaungatanga (care for the connectivity between people) drives all that we do.
- We are a global business and employer, so it is important we create a bicultural foundation for a multicultural workforce. Our customers and employees are from many different countries and cultures. We are recognising and celebrating our diversity.
- Over the last few years, we have been building our Māori Strategy, and part of this strategy looks at how Māori culture overlaps with our Good Together philosophy and our values.
Why is it important?
- Our story is built on generations of farming families working together. The pou is a traditional Māori way of telling our story, a physical representation of our Co-op and a reminder to all of who we are and what we stand for.
- Indigenous cultures are recognised around the world, the Māori world view enables us to connect to many cultures, enhancing our provenance story globally and our relationships with our customers.
- The pou will be an icon and stake in the ground that tells the story of our past, our present and our future ambitions. It represents the themes of intergenerational farming and environmental sustainability, which we know are important to farmers and our customers.
- Te reo Māori is our country’s indigenous language and one of the three official languages of Aotearoa New Zealand.
How will it add value to my business?
- Indigenous cultures are recognised around the world, the Māori world view enables us to connect to many cultures, enhancing our provenance story globally and our relationships with our customers.
- In many ways our products are some of our country’s best ambassadors along with our sporting men and women, who have amplified our unique identity which is recognised and respected all around the world.
- The Māori principle of Kaitiakitanga (how we act as guardians or stewards to protect our natural environment today, for future generations) aligns with our provenance story, which is a big part of why our products are in demand around the world.
Who is making the pou?
- The pou is being designed and carved by Master Carver Arekatera ‘Katz’ Maihi, a well-known and accomplished musician and Tā moko artist.
- Katz leads a team of carvers, who all work together to tell our story
- Katz graduated from the NZ Māori Arts and Crafts Institute in 2006 and established Toitu Design Ltd in 2007.
- Since its inception, Toitu Design has been a leader in its field and has built a reputation around expertise, authenticity, and workmanship to the highest standard. A strength is fusing traditional Māori art forms with contemporary design. He’s work can be seen outside Eden Park, and as part of the American’s cup 2021 to name a few.
How long does it take to make the pou?
By the time the pou is complete (Oct 2021) it will be 7 months from Arekatera began his journey with Fonterra. He spent 2 months getting to know and meet farmers and employees around the business, 1 month designing the Pou and precuring the wood and 4 months carving the 8-metre totara log.
What is the pou made from?
The pou is made from an 8-metre totara tree that has been dried for 32 years and was found at the Orākei Marae in Auckland.
Where did Katz visit?
- Four farm visits across the Waikato, Auckland and Canterbury and sat down with a total of 26 farmers
- Te Rapa Manufacturing
- Edgecumbe Manufacturing
- Farm Source store Morrinsville
- Fonterra Research and Development Centre
- Eight online staff workshops with global employees