Private Sector Champions Te Reo Māori Revitalisation at Wellington Symposium

The critical role of private sector organisations in the revitalisation of te reo Māori was the central focus of a symposium held at Te Papa in Wellington this week. Hosted by Te Taura Whiri i te Reo Māori (The Māori Language Commission), the event titled 'Uhi Tai: Te Reo Māori in Business' featured a diverse range of speakers from major entities including Google, The Warehouse Group, Auckland Transport, and Sky. Ngahiwi Apanui, Chief Executive of Te Taura Whiri, expressed pride in the quality of the speakers, stating that their commitment demonstrates that te reo Māori is valued by many across Aotearoa. Apanui noted that while the government holds a pivotal role in providing legislative foundations and promotion under the Māori Language Act, the private sector is increasingly stepping up. He highlighted that this corporate support helps widen the language’s footprint, especially as the commission manages a budget that has remained static since 2019. Among the keynote contributors was Pic Picot, owner and founder of Pic’s Peanut Butter. Picot shared the company’s positive journey with te reo Māori, which began with their 'Pata Pīnati' labels. Although the move received some minimal pushback, Picot described the experience as delightful, noting it acted as a catalyst for the business to adopt more of the native language into everyday operations. For Picot, using te reo on labels is a meaningful way to communicate and tell stories to customers. Apanui emphasised that the goal is to ensure te reo Māori is reflected across all facets of society—from bilingual signs to social media—so that children learning the language see its value mirrored in their environment. He credited the private sector and ordinary New Zealanders as essential partners in this mission, noting that 78 percent of public servants also value the language and wish to improve their knowledge.