Where does Wakapapa come from?

Wakapapa as a brand is rooted in Whakapapa, a powerful Māori concept. It reminds us that we are part of an chain — connected to our ancestors, responsible in the present, and entrusted with the future. Whakapapa carries the duty to care for people, land, and traditions, while also giving us strength, identity, and belonging. Every choice made in the spirit of Whakapapa honors the past, serves the present, and protects what is yet to come. Guided by this vision, we strive to act with purpose and make right decisions that matter.

  • You are a link in an chain — rooted in the wisdom of your grandparents and great-grandparents, and reaching forward to generations yet unborn.

  • This chain connects us to ancestors and future generations reminds us: to care for our care for each other (whānau) and protect the Earth that sustains us

  • When you see yourself as part of a greater chain, you can discover belonging — a deep knowing of where you come from and where you are destined to go.

  • Every action we take is a reflection of respect for those who came before us and care for those yet to come.