Tumatanui: The experience of the first indigenous wine company to export high quality wine from New Zealand: (A bicultural research project).

Abstract

This research provides a case study of the first ever Maori export wine company. This significant point of difference is just one reason Tohu has been able to make its mark overseas. Tohu has always been aware that Maori branding would factor significantly in its appeal to overseas buyers. Our research philosophy ?Breaking Boundaries? involves an appreciative inquiry into Maori organisations that break boundaries while operating in a culturally deficient business environment. Producing quality wines is Tohu?s main objective. The driving philosophy behind the company is also important and comes second on Tohu?s list of objectives. The land?s sacredness to Maori and the wisdom and values of the old people are central to Tohu?s branding. These qualities continue into the company?s business culture today. We are looking in an appreciative way at this industry from within, giving what we called ?Tumatanui?, the inside view of Tohu Wines. We are looking for the spirit of the place, the things that make a difference and that are successful. For this we are eternally grateful to our knowledge-carriers who came forth with their stories which you will find enlightening. We are also grateful for their support and dedication to the wine industry and its great export potential. E rua tau ruru, rua tau wehe, E rua tau mutu, E rua Tau kai. Two years of wind and storm, Two years when food is scarce, Two years when crops fail, Two years of abundant food. After long waiting, prosperity comes at last.