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 sustainability managed 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 marks the coming together of all our operations and the stream lining of all species under one umbrella to achieve our goal of being New Zealand’s premier seafood brand,” says Carrington.
Moana at Wellington’s Moore Wilson’s Fresh
Moana Retail Supervisor Chaz Ngatoko puts the finishing touches on their seafood selection display at Moore Wilson’s Wellington.
Moana has a storefront presence in Wellington’s Moore Wilson’s Fresh foods store.
“We’re proud of our association with Moore Wilson’s, a Wellington institution for all the finest ingredients. Like us,they focus on the origins and the quality of their products, which is why it’s where chefs shop,” says Carrington.
“As a sustainability-focused business we feel affinity with and share values with Moore Wilson’s. Their ‘Fresh’offering embodies our synergies.
They’re bringing Wellingtonians the best of everything fresh, and as their primary kaimoana provider, so are we.
“We have privileged access to the pristine waters of Aotearoa, which we harvest with the greatest of care and handle with a lightness of touch that quickly and carefully brings to market the most sought after species.
“Moore Wilson’s move over many years – from essentially a wholesaler to also being a retailer – mirrors the transformation that Moana is undergoing, with a focus on more consumer products in coming years.
“At the moment through ‘Fresh’we supply a variety of seafood every season, from groper, tarakihi, trevally,kahawai, blue cod, blue warehou,gurnard, moki, monkfish, snapper and salmon to oysters, whitebait, scallops,mussels and clams and lobsters,”Carrington says.
Wellington chef Aaron Stott frequents the wholesale arm of the Moana business daily sourcing all the seafood for his family-run business,Tinakori Bistro. He and his partner South-African born Katy Noyle have a commitment to sourcing local products for the restaurant they took over in February 2016.
The couple has worked in top
restaurants in London, Moscow, St Petersburg and Dubai. New Zealand is home for Stott who lived overseas for 26 years, gaining his City and Guilds while living in the United Kingdom. They decided to return to New Zealand in late 2015 to raise their two children.
Back home in New Zealand, Stott is delighted to have easy access to high quality, sustainably harvested, fresh fish and other produce, something that was harder to achieve in his overseas posts. He doesn’t limit himself to the high value fish species – his philosophy is making the most of the fresh fish that lands that day, whatever that is.