Place, provenance, protection : alignments, challenges, and opportunities for Māori future foods : a thesis presented in partial fulfilment of the requirements for the degree of Doctor of Philosophy in Food Technology at Te Kunenga ki Pūrehuroa, Massey University, Manawatū o Turitea, Palmerston North

Abstract

This thesis examines key alignments, challenges, and opportunities for Māori future foods, conceptualised as food production processes and outcomes that positively impact Māori and kinship networks. Beginning with a focus on plant-based future foods, a scoping interview study with Māori enterprise revealed strong alignment with Māori aspirations, including fulfilling kinship responsibilities, bringing together multiple forms of value, advancing collective wellbeing, and protecting and expressing Māori rights and interests - particularly in cultural and intellectual property. Participants identified place branding as a promising avenue to protect and develop cultural landscapes and enable future foods. The second study developed a content analysis protocol to explore the branding of Māori food and beverage packaging, with a focus on the prevalence and potential functions of place elements. Findings show that place branding is widely used by Māori enterprises, affirming its relevance to Māori future foods, while also highlighting a need to understand perceptions of Indigenous place elements. The third study used means-end chain laddering interviews to examine how critical consumers in Aotearoa New Zealand and Singapore perceive Māori place elements. It found a range of positive and negative perceptions across both contexts, which suggest viable approaches to place branding by Māori food enterprise. The thesis presents three key messages: plant-based future foods are relevant to Māori on multiple levels; Māori future foods can be enabled through place branding; and Māori place branding can support enterprise development and the protection of Māori rights and cultural property. These findings have implications for advancing Māori future foods and for growing the research and practice of decolonial Māori and Indigenous place branding. By exploring these interconnections, the thesis contributes to a deeper understanding of how Māori aspirations can shape and benefit from future food systems. It also critiques the ongoing appropriation of Māori culture by government and industry to advance broader agricultural and economic agendas. This research offers a transdisciplinary approach, addressing gaps at the intersection of Māori enterprise, future foods, Indigenous place branding, and consumption studies.