Seafood

COVER FEATURE
Moana Retail Supervisor Chaz Ngatoko puts
the finishing touches on their seafood selection
display at Moore Wilson’s Wellington.
“The Moana New Zealand colours and brand essence
are drawn from nature and the pristine seafood that
is carefully gathered from there.”
A new journey
for Aotearoa’s
largest iwiowned
fishing
company
Michelle Cherrington
For Aotearoa Fisheries Ltd Chief
Executive Carl Carrington, rebranding
to Moana New Zealand is all about
sharing the story of our kaimoana.
The decision for the country’s largest
iwi-owned fishing company to become
Moana was driven by the desire to
create longstanding value through the
delivery of top quality kaimoana across
key seafood markets around the world.
It signals a move away from fisheries,
which implies fish processing, to
premium seafood and direct connection
with consumers. It also means all trading
brands are brought together as one
entity.
“We are the true guardians of the
world’s most pristine and sustainabilitymanaged
fisheries, and we share a deep
sense of responsibility to our people
and respect for kaimoana. The new
brand embodies this, and tells our story
of true connection, true provenance,
true to nature and true for generations,”
says Carrington.
That story spans the process of how
Moana’s product – highly sought after
species from New Zealand’s renowned
coastal waters and traditional fishing
grounds - is carefully harvested and
quickly brought to market with a
lightness of touch.
“Moana New Zealand shows tangibly
our deep sense of responsibility to Iwi
and respect for kaimoana, and tells the
story of our people, our place and our
product. It is also here so people will
always be able to share in the true taste
and rare magic of the best seafood our
country has to offer,” says Carrington.
The Moana New Zealand colours and
brand essence are drawn from nature
and the pristine seafood that is carefully
gathered from there. Inspiration came
from the concept of mauri (life source).
This is the way all things on earth are
interrelated and connected with one
another, and it enables Moana to show
how each part of its story is connected
to the greater whole.
Prior to the rebrand, Aotearoa
Fisheries (now Moana) had been
investing significantly in its supply chain
assets across all business divisions, and
when its focus shifted to demand and
direct consumer engagement it made
sense to create the Moana brand in
keeping with the refreshed direction.
Over the last three years alone
the company has invested $55m in
infrastructure renewal.
“The development of Moana
20 | Seafood New Zealand | Volume 24 No. 3