My areas of academic specialisation are Social Science (Anthropology, Museum Ethnography), Mātauranga (whakapapa-framed knowledge), and Climate Resilience (Indigenous Development), focusing on research engagement across kāika/kāinga (source marae communities and their urban-living kin) in Aotearoa and throughout wider Pacific, regarding issues of heritage protection, water security, food sovereignty and impact of climate change on health/wellbeing of tangata (Indigenous peoples), whenua (soils, waterways, forests and local ecologies) and moana (surrounding ocean). My goals include supporting Indigenous communities in Aotearoa and throughout the Pacific to (re)build and secure their social and economic wellbeing, resource sovereignty, and kin networks in the face of climate change.
I became a Companion of the Royal Society Te Apārangi (NZ) in 2024, a Board Member of the Health Research Council Of New Zealand, 2020-2024, an Eisenhower Fellow in 2005, and a Wenner Gren Foundation Scholar in 2003, 2010, 2015, and 2019.
This work is licensed under a Creative Commons Attribution 3.0 New Zealand License01 September 2026 Growing Ideas on Indigenous Entrepreneurship, Cultural Value, Markets and Premiums
Growing Ideas on Indigenous Entrepreneurship, Cultural Value, Markets and Premiums
Overview
How can Indigenous knowledge, cultural identity and entrepreneurial approaches create new opportunities for sustainable economic development?
Join us for a morning exploring the role of Indigenous entrepreneurship, innovation and cultural value in shaping new pathways for economic development in Aotearoa and beyond. The programme will consider the history and evolution of Māori entrepreneurship, the opportunities and challenges facing Indigenous enterprises, and how Indigenous values, knowledge systems and approaches to enterprise can contribute to future economic success.
Discussion will also explore how cultural identity, authenticity, provenance and storytelling can create value in premium markets, including the factors that influence consumer perceptions and willingness to pay for culturally grounded products.
The programme will also showcase the Te Tauihu Biodiscovery Research, Innovation & Mātauranga Platform and explore how traditional knowledge, heritage and taonga species can provide a foundation for ethical and sustainable biodiscovery research, innovation and high-value product development. Particular attention will be given to protecting mātauranga and taonga while creating opportunities for collaboration and economic value.
The morning will bring together researchers, Māori businesses, industry and others interested in Indigenous enterprise to share perspectives and explore how cultural values, knowledge and innovation can support strong communities, sustainable enterprise and long-term economic development.
Programme
Professor Paora Tapsell | Lincoln University
Professor Tapsell will outline the entrepreneurial trajectory of Māori from distant past to the present, and discuss what this might mean for Aotearoa heading into an uncertain climate future.
Dr Tanya Jurado | Massey University
Dr Jurado will share insights from her extensive research experience on Indigenous entrepreneurship and innovation, exploring the opportunities and challenges faced by Indigenous enterprises. Her presentation will highlight how Indigenous values, knowledge systems and entrepreneurial approaches can support new pathways for economic development.
Dr Emilio Morales | University of New England, Australia
Dr Morales will explore consumer perceptions of Indigenous cultural value and the factors that influence willingness to pay premiums for culturally grounded products. Drawing on international research, he will discuss how authenticity, provenance and storytelling shape consumer decision-making and create opportunities for Indigenous enterprises in premium markets.
Dr Meika Foster | Edible New Zealand
There is a resurgence of interest in biodiscovery research across government, the science sector and businesses with high-value product development aspirations. Often, the focus on identifying exciting bioactive compounds from indigenous species is extractive, with limited understanding of the importance of taking a strategic approach to the sustainable and ethical development, use and protection of these taonga. This presentation describes the dedicated work being undertaken by AuOra, the research and innovation arm of Wakatū Incorporation, to promote and safeguard our taonga species and associated traditional knowledge and practices for current and future generations
About Our Speakers
Dr Emilio Morales is a researcher at the University of New England, Australia, whose work explores consumer perceptions, cultural value and market opportunities for Indigenous products. His research examines how authenticity, provenance and cultural identity influence consumer decision-making and willingness to pay premiums for culturally grounded products. Through his work, Dr Morales explores pathways for Indigenous enterprises to create value while maintaining the integrity of cultural knowledge and traditions.
Dr Tanya Jurado researches public policy support for SMEs, with a particular focus on Indigenous entrepreneurship, exporting businesses and inclusive economic development. She is part of a $15 million MBIE Endeavour Fund study exploring how Indigenous entrepreneurial ecosystems can enable trade and innovation. Dr Jurado is President of the Small Enterprise Association of Australia and New Zealand and Editor-in-Chief of Small Enterprise Research. Her research explores how policy, partnerships and support systems can help small businesses and entrepreneurs create social and economic value.
Dr Meika Foster is Pou Rangahau Huataki – Taketake a Tāne (Research Lead – Indigenous Organisms) for AuOra, Wakatū Incorporation. She has a background in Science and Law and her research interests include: indigenous organisms research, the development of plant-based ingredient solutions that are beneficial for health and the environment, the protection of Māori cultural and intellectual property, and novel food regulations. Meika is the Founding Director of Edible Research Ltd., which provides translational research services to industry, the science sector, and government.





