How We’re Using Our Whenua to Feed the Future

When we talk about the whenua, we’re not just talking about soil or space—we’re talking about life. Our whenua is a memory. It's whakapapa. It's the heartbeat of our people and the foundation of everything we do.

For us at E Tipu, the commercial arm of Tātau Tātau o Te Wairoa, the land is not a commodity. It’s our commitment. It’s our future.

“Feeding the future” might sound like a slogan, but for us, it’s a real, tangible mission. We’re not just growing food. We’re building resilience and restoring connections.

We are laying down strong roots. This helps our whānau, hapū, and iwi thrive on their own terms. This is about more than economic returns; it's about cultural renewal and collective wellbeing.

Why the Whenua Matters More Than Ever

Let’s be honest: many communities are losing touch with the land. But not us.

For Māori, the whenua isn’t separate from who we are—it is us. It holds our stories, our ancestors, and our aspirations.

Every hill, stream, and pā site whispers history. And now, it’s speaking of the future.

We treat our whenua as a living entity—a partner, not a product. And that means the way we work the land reflects the deep respect we carry for it. Our practices don’t just support economic goals—they honour the spirit of the land and uphold our duty as kaitiaki.

This isn’t about modernising traditions—it’s about letting our traditions guide how we modernise. We’re combining ancestral wisdom with forward-thinking innovation, making the land not just productive, but powerful.

Planting with Purpose: How Horticulture is Changing Lives

One of the biggest ways we’re feeding the future is through horticulture—but not in the way you might expect. We're not chasing mass production or mono-crops. We're building a system that puts people first and land health at the center.

We’re developing high-value crops—yes—but we’re also cultivating opportunity. The work we’re doing on the land is already creating real jobs for our whānau. People are learning new skills, gaining confidence, and earning incomes close to home, all while staying connected to their whenua.

There’s something incredibly powerful about watching rangatahi work the same whenua their tūpuna once walked. It’s not just employment—it’s identity.

We’ve also begun integrating mātauranga Māori into every step of our horticultural approach. That includes following the maramataka, planting in rhythm with the moon, and listening to the signs the natural world gives us. It's a system that doesn't fight nature—it works with it.

And the results? Healthier land, healthier people, and a stronger, more connected community.

Regenerative Practices That Honour Our Tikanga

The way we treat the whenua says a lot about who we are. That’s why every move we make in our food systems is intentional. We're not here to extract. We’re here to restore.

Our approach to farming and land development follows regenerative practices that are deeply tied to our tikanga. We're replanting natives where we can, protecting biodiversity, and using water and energy wisely. Every choice reflects our role as kaitiaki.

But we’re not stuck in the past. Alongside traditional wisdom, we’re using modern tools—things like soil sensors, water efficiency systems, and drone mapping—to keep the whenua healthy and productive. This blend of tradition and technology gives us the best of both worlds: heritage-based innovation.

And it’s not just about what grows on top. We’re restoring the very mauri of the land—the energy, the life force—so future generations inherit whenua that’s alive and thriving, not just used.

Feeding More Than Bellies: Rebuilding Kai Culture

Kai is more than nourishment—it’s a connection. It’s culture. It’s how we come together. And here in Te Wairoa, we’re bringing back traditional food practices not just for the sake of history, but because they still serve us today.

We’re growing native plants like kumara and harakeke. We’re teaching preservation methods that our tūpuna used long before refrigeration. We’re celebrating food as a story, not just a product.

And we’re making sure that the kai we grow stays close to home. Our food doesn’t head straight to export—we make sure our whānau are fed first. That’s manaakitanga in action. From marae meals to food boxes for those in need, we’re using what we grow to build bonds and restore dignity.

In times of crisis, our whenua feeds us. That’s what food sovereignty looks like—when our people can rely on each other and the land, instead of being dependent on systems that often leave us behind.

The Power of Purpose-Driven Enterprise

At E Tipu, we're not playing by the old rules of business. Our model isn’t just about chasing profit—it’s about aligning every decision with our values. If it doesn’t serve our people or respect our tikanga, it doesn’t happen. It’s that simple.

Yes, we generate income. But the real return on investment?

It's whānau getting stable work. It’s mokopuna seeing their culture in action. It’s whenua stays in our hands and under our care.

Every dollar earned is reinvested into things that matter—better housing, stronger education, more opportunities for our rangatahi. This is economic development with soul.

And we don’t make decisions in isolation. We consult, we hui, we report back. Our people are part of the journey every step of the way. That’s how we ensure transparency and protect our mana motuhake.

Māhia Beach Resort: A Different Kind of Destination

Now let’s talk about Māhia Beach Resort—one of our most exciting projects, and not just because of its breathtaking location. What we’re creating there is more than a place to stay. It’s a place to experience who we are.

We’re revitalising the resort to reflect the essence of Te Ao Māori. This isn’t your typical getaway. Visitors come here and feel manaakitanga from the moment they arrive. They taste local kai, hear the stories of our people, and leave with a deeper respect for the whenua and its caretakers.

And here’s what makes it even better: this project creates real jobs for local whānau. From hospitality and landscaping to management and cultural hosting, we’re putting our people at the forefront. They’re not just workers—they’re storytellers, caretakers, and leaders of this experience.

But we're not just focused on the people—we’re looking after the whenua too. We’re using eco-conscious designs, renewable energy, and water-saving systems to make sure our tourism is sustainable. Everything we do at Māhia is about balance: honouring the past, enjoying the present, and protecting the future.

Media That Connects, Not Just Informs

In a world full of information, we are proud to own and run The Wairoa Star. It is our local newspaper, based right here in our area. While big media corporations often miss the mark, The Wairoa Star tells the stories that actually matter to us.

It’s more than headlines—it’s a connection. We cover local achievements, challenges, and moments of pride. We give voice to our kaumātua, celebrate our rangatahi, and shine a light on everything from marae events to sports wins. It’s journalism with aroha.

But we’re not stopping at print. We’re expanding into digital platforms too—sharing news through podcasts, video content, social channels, and newsletters. That way, whether you're at the marae or miles away, you’re always in touch with what’s happening back home.

This is our narrative, our voice, our community—stronger together, better informed, and more connected than ever.

Resilience Rooted in Kaitiakitanga

As the climate shifts and the world changes, we’re leaning into one of our oldest responsibilities: kaitiakitanga. Our role as guardians of the whenua means thinking long-term and protecting the land for our tamariki and mokopuna.

We’re not waiting for the next crisis—we’re planning for it now. - This includes choosing crops that can survive dry conditions.

- It also involves using water wisely.

- Planting native trees helps local ecosystems.

- Restoring wetlands can filter and manage water flow naturally.

But our vision goes even deeper. We’re exploring options like carbon credits and biodiversity initiatives, not just to tick boxes—but to truly lead by example. We want our whenua to flourish, not just survive.

Kaitiakitanga isn’t a job. It’s a way of life. And it’s one we’re proudly passing on to the next generation.

What “Feeding the Future” Really Looks Like

So, what does all this mean? When we say we're feeding the future, we mean growing more than food. We’re growing people. Communities. Opportunities. Legacy.

We’re turning our whenua into more than farmland—it’s a launchpad for dreams. A place where our rangatahi find their voice. Where elders see their vision taking shape.

Where businesses thrive without compromising values. Where stories are preserved and retold. Where futures are planted, nurtured, and harvested with care.

At E Tipu, we believe success isn’t measured in profits alone—it’s measured in mana. In the pride of a worker returning home to tell their tamariki what they built that day. In the satisfaction of seeing land once overlooked now overflowing with life and knowing that what we’re building today will still be feeding our people in a hundred years.

Conclusion: Growing With Purpose, Leading With Heart

This is the legacy we’re shaping—not just for today, but for generations to come. With our hands in the soil and our hearts in the kaupapa, we’re proving that when Māori lead with tikanga, vision, and unity, anything is possible.

Feeding the future isn’t a task—it’s our honour. And we’re just getting started.