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100% Pure New Zealand Pine - Launch Release


By the President of the
New Zealand Timber Industry Federation
John Hawkins


100% Pure New Zealand Pine

“Leading timber exporters have formed a consortium to develop new export markets using a new brand – 100% Pure New Zealand Pine.

“The consortium will work in a joint venture with New Zealand Trade and Enterprise to develop a European market for New Zealand wood products.

“The brand was launched today at the Timber Federation’s Annual Conference in Nelson attended by over 200 exporters and major overseas customers.

“The initial focus will be furniture and joinery markets in Europe and will leverage off work already undertaken by New Zealand Trade and Enterprise and existing experience in that market by consortium members.

“The Federation will provide a management team led by an individual who pioneered the development of the $450 million US market.

“Members of the consortium will be expected to aggregate their production with a single selling price for combined shipments and comply with the stringent 100% quality standards set down for the brand.

“This will replicate the experience of co-operation achieved in other Federation ventures such as the fortnightly charter shipping service to the US and also its Lifestyle Lumber project in the UK.

“Its quality assurance brands (the WOODmark® and NZDri used so successfully in the US Market) will also be made available together with the logistical support of the Federation’s London Office.

“The 100% Pure New Zealand Pine brand features some imaginative promotional ideas which link through a live show not only with New Zealand’s wonderful natural qualities but also other successful New Zealand icons all revolving around the theme wwwww – wood, wool, whiteware, weta and wine!

“The brand may also be used to support some other exciting new products which will also be delivered on a consortium basis in the domestic market.

“100% Pure New Zealand Pine is the timber industry’s answer to the challenge of improving investment returns on New Zealand’s very substantial timber harvest.

100% Pure NZ Pine Logo

100% Pure New Zealand Pine

The 100% Pure New Zealand Pine logo contains the ideals of confidence, as depicted by the New Zealand Robin, and quality, as represented in the grand “Q” formed by the outer circle intersected by the bird’s tail. The Maori motif as applied to the additional configuration is protector over the timber from New Zealand in the gardens of Europe.

Symbolic of the unfurled protector of our 100% Pure New Zealand Pine logo Robin is Tane, a mythical, supernatural genius. New Zealand Maori folk respect him as a most divine Atua or God. There are other Atuas of equal importance but there is only one God who is greater – the Great Io, creator or originator of the stars, the Supreme Being. Tane’s role alters a little from one tribe to another and his name changes with each variation. There are about 40 variations but every one of them identifies Tane with an aspect of life. It may be a connection with the clouds as in Tane-i-te-kapua; it may be a connection with the clouds as in Tane-te-wananga and Tane-te-hiringa; and then there is Tane-te-waiora busily representing life, prosperity, welfare and sunlight.

One Tane of particular interest to our 100% Pure New Zealand Pine Robin is Tane-mahuta, Lord of the forests, parent of the trees who made forests fertile and enabled trees to reproduce.

The other identity of greatest significance is Tane-mataahi who is responsible for the origin of the birds which were nourished by the berries produced by the trees.

Ngâ Ringa – the hands

Te Mauri – the essence of unseen
life force

Te Whatu – the eye

Pô ngâ – the breath of
Te Koopu – the stomach
life – the nostrils

Mângae – the mouth
Waewae – the feet

© Scoop Media

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