July 14, 2016
New brand Moana to take Maori fish to world
The largest Maori-owned seafood company, Aotearoa Fisheries, has a new name.
It's now Moana New Zealand, and it's hoping the rebrand will help it get more value of out its premium specials.
Telling people what Aotearoa means cuts into the time needed to sell the fish – Moana is easier to put the bait on the hook.
Chief executive Carl Carrington says the new campaign highlights the pristine coastal waters where Moana harvests its crayfish, paua, oysters and finfish.
That resonates with customers and helps it get extra margin – $7 for an oyster in a Shanghai bar, or $300 a kilo for lobster in a Beijing restaurant.
It's also a way to tie together all the companies the group has bought over the past decade, all coming with their own brands.
Moana is now investing in new technologies to get its fish to customers in pristine condition, almost untouched by human hands.
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