Te reo served with rewena bread
A CHB College company taking part in this year's regional Young Enterprise Scheme competition is promoting te reo Ma¯ ori just as much as its products.
And in a novel marketing ploy, the company will reward those customers who can incorporate both, by ordering their products in Ma¯ ori, with a discount.
Ro¯ reka directors — marketing and sales director and finance director Lia-Rose Wilkinson, 16, CEO and finance director Abel King, 16, communications director Tyson Northover, 17, and operations and production manager Logan Ross, 17 — are selling two main products: rewena bread and reusable coffee mugs.
“Ro¯ reka is the Ma¯ ori word for `sweet sound' which is effectively our aim, to encourage the use of Ma¯ ori language into everyday language within our community,” said chief executive Abel King, who reckons increased use of te reo would create “more melodious” everyday conversations.
To capitalise on a resurgence in te reo, and to encourage more people to attempt to speak the language, Abel said the company had come up with a special marketing gimmick.
“We offer small discounts to people who can order, or attempt to order, their product in Ma¯ ori,” he said. “We [directors] all identify as Ma¯ ori and our business was inspired because we all strongly feel that Ma¯ ori language and culture should be preserved and encouraged.”
When the company hosts its official launch at the college on July 26, it will display sentence structures on a menu board to help customers order in Ma¯ ori.
Abel said they would also be displaying `ki waha', common phrases, on the outside of the packaging of the rewena bread, and on the reusable coffee mugs.
“An example of one of the common phrases will be “Ka mau te wehi!” which translates to `awesome!' or `how fantastic!',” Abel said.
As it was a traditional dish, often served as an accompaniment to other kai, Abel said the directors felt that rewena bread suited its brand.
People will be able to order Ro¯ reka's rewena bread at the college launch day and also via the company's Facebook page, @rorekayes, from July 26. Abel said they hoped to sell it at Russell Park on Saturday mornings, but that was yet to be confirmed.
“We will be serving it hot and fresh, and if sales are made on the spot, there will be the option of adding jam, butter and golden syrup. If ordered from our Facebook page, we will prepare it and bake the day before sending out,” Abel said.
■ The July 26 launch day at CHB College starts at 12.30pm. Rewena bread will cost $7.50 a loaf, while the mugs will cost $20. The college’s other YES team, Empressa Central, will also be selling their ‘SheepCakes’ for $7. To attend, email carolinem@chbc.school.nz.