Written by Alisha McLennan, The Beacon

WAI Manuka is ready to test the market in Tokyo after receiving positive feedback while featuring at the international food and beverage festival J-FEX.

Chief executive of Wai Manuka, Joe Harawira, was selected as one of six New Zealand brands to travel to Tokyo and demonstrate Mãori entrepreneurial businesses in Aotearoa.

The experience included market orientation, to learn how each business could be positioned in different channels, and meeting the New Zealand Prime Minister’s Trade Delegation to explore the opportunities and challenges for brands such as Wai Manuka.

Pakihi Maori delegation that exhibited at JFEX. L-R, Thomas Netana Wright (Ao Cacao), Timmy Smith (Pause For Tea), Chie Hashimoto (the translator), Joe and Pene Dalton (Lone Bee sparkling mead)

“We were able to meet with Kiwi executives doing business in Japan, like Fonterra, Air New Zealand, and Les Mills, which shed light on macro trends and conducting business in the country,” he said.

More than 45,000 people from the food and beverages industry attended J-FEX this year, and over 400 attendees sampled Wai Manuka over the three days.

“The resounding feedback was “oishii”, which means delicious,” Mr Harawira said.

Following the event, Mr Harawira held meetings with restaurants as well as other New Zealand and Australian businesses in Japan and met with the New Zealand Trade Commissioner and her husband, who took him on a bike tour around Tokyo.

Mr Harawira had dinner with the head of Air New Zealand for Japan, Hiroaki Nagahara, in addition to attending the Mäori All Blacks v Japan rugby match, where he met iwi and New Zealand Rugby executives to discuss collaboration opportunities for events and in the gifting space.

IN TOKYO: Joe meets with the Head of Japan for Air New Zealand

“Japan is a very exciting market.  There is nothing like Wai Mãnuka there.  The New Zealand brand story is strong, and people have an affinity for Mãori culture and mänuka honey,” Mr Harawira said.

Mr Harawira is one of four New Zealand business owners selected to travel back to Japan in September for follow-up meetings, events and to exhibit at FoodEx Japan, in Osaka.

“I was still getting over jet lag when I received the official invite – it was a complete surprise, and now I want to repay the faith that the Centres of Asia-Pacific Excellence have in me by doing everything possible to build on what we’ve achieved and make Wai Mänuka successful,” Mr Harawira said.

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