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Trustmarks

     New Zealand

This note considers indigenous 'authenticity label' and 'origin mark' schemes in New Zealand.

It covers -

• introduction
• the marks
• operation

     introduction

New Zealand was influenced by Australian debate in developing the Toi Iho™ marks for Maori arts and crafts.

Those identifiers are registered trade marks, under New Zealand's Trade Mark legislation, for the promotion of "authentic, quality Maori arts and crafts". They identify two attributes of those arts and crafts: their authenticity and their quality. They can also be used to authenticate exhibitions and performances of Maori arts.

The authenticity attribute refers to the creator of the work, ie guarantees that the work was made by a person of Maori descent. The quality attribute "provides an assurance that the work labelled with the trademark is of quality" from the perspective of the toi iho
scheme operators.

The expectation is that the marks will

• distinguish Maori arts and crafts from other arts and crafts
• promote Maori art and artists nationally and internationally
• assist Maori as a community to retain ownership and control of indigenous knowledge, imagery and designs (taonga)
• maintain the "integrity of the Maori art culture".

Those expectations are broad and feature arguments that

Ultimately, all New Zealanders will benefit from toi iho™ through increased awareness of Maori art and culture and increased flow of foreign exchange to New Zealand once the Mark builds recognition and value.

In practice the marks might best be compared to other quality marks, such as the WoolMark, which have been dependent on consumer recognition - a function of vigorous promotion and effective policing. The scheme's promoters comment that it will be successful if there

(a) is support by Maori artists who are creating and selling quality works for the relevant consumer markets
(b) are effective marketing and promotion strategies to generate consumer awareness and understanding of the Marks and the role they can play in retailer and consumer buying decisions.

As of 2005, with under 200 artists enrolled, it is unclear whether the scheme has had a meaningful impact.

     the marks

The toi iho scheme involves a family of marks, reflecting degrees of involvement by Maori artists in cultural production.

Individual artists and groups of artists working together to create single works may apply to use the maori made mark. Licensed users of the maori made mark may use the mark to promote and market their works for one year and must apply for renewal of their licence annually. The maori made mark is artist-focused: business entities cannot apply for the mark.

The maori made mark is complemented by two 'companion marks': the toi iho mainly maori mark and the toi iho maori co-production mark.

The mainly maori mark is intended for groups of artists, of whom 80% or more are of Maori descent, who "work together to produce, present or perform works across artforms". Those artists might be a group of musicians, a kapa haka group or a theatre group. Licensed users of the mainly maori mark may use it to promote and market their works for one year, with an annual renewal of the licence. As with the maori made mark the mainly maori mark is artist-focused and business entities cannot apply.

The maori co-production mark is for "use by Maori artists who create works in collaboration with others (who may be Maori or non-Maori artists or business entities)" to produce, present or perform works across artforms.

It is expected to cover activity such as Maori musicians producing a CD with a recording company, a Maori author producing a book with a publishing company or manufacture of products featuring a Maori design by a Maori designer. The maori co-production mark is licensed on a project basis.

The scheme also includes a toi iho™ licensed stockist mark for retailers and gallery owners. Those entities must stock the works of at least six Maori artists who are licensed users of the toi iho. Licensing is for one year, with an annual renewal.

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