Innovations in Maori Product Improvement for Tohu Wines

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Innovations in Maori Product Improvement for Tohu Wines

Grace Li

1. Introduction

Tohu Wines is a Maori-owned wine enterprise established over 20 years ago in Marlborough, New Zealand. The company is Maori-based business that gets its competitive advantage from using home grown raw materials using cultural and traditional values of the Maori people, to make both inorganic and vegan wine selections, and plans to introduce an organic brand to its portfolio. Tohu Wines has attracted global attention from this business model, including an emphasis on using home-grown products and a supply chain that is chiefly founded on the Maori way of life. The company prides itself of bearing the responsibility to uphold…