This document summarizes the NOA label, a tikanga verification scheme and communication tool for kaimoana (seafood) in New Zealand. The NOA label aims to verify the authenticity and provenance of New Zealand rock lobster by connecting fisheries with clients through cultural storytelling. Fisheries wishing to become NOA verified go through a process involving a pre-assessment, taking a kaumatua fishing, and a kaumatua's report. Once verified, fisheries can attach NOA labels with QR codes to lobsters, allowing consumers to learn about the fishery's tikanga and cultural practices through a boat-specific website. The goal is to foster reconciliation between people and the environment

1. Tikanga Verification & Provenance for Kaimoana
The NOA label Take a
Kaumātua
Fishing!

3. It’s a Tikanga verification scheme and a Communication Tool!
What is the NOA label
Aotearoa’s unique ecolabel
Promoting Māori culture
Connecting fisheries with their clients
Providing provenance of New Zealand Rock Lobster
Encouraging local variation of tikanga
Verifying authenticity of Kaimoana
Humanizing global trade
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4. Facilitating reconciliation of people and environment.
Vision
A world teeming with cultural
and biological diversity.
Aroha.
Focus
... on Aotearoa’s Rock
Lobster industry to exemplify
how cultural vitality drives better
resource management.
Kaitiakitanga.
Mission
Creating a deeper
affinity with clients through
thoughtful expression of culture.
Tikanga.
What is this trying to achieve ?

5. This is how you connect with consumers ...
NOA verified fishermen attach
food-safe and tamper-proof label
with boat-specific “QR” code to
Rock Lobster ...
Label travels with lobster to
point-of-sale where QR code can
be scanned with smart-phones
(free apps available) to open a
boat-specific website ...
How does it work
The website reveals instantly
who caught the lobster, where it
was caught, and how ... there is
space for more. The code can
also be printed on menus!
?

6. How do fisheries become NOA verified
Pre
Assessment
Kaumātua’s
Report
Fishery is
allowed to use
label
Take a
Kaumātua
Fishing!
Application
Needs coachingCan try again
Everybody can participate, but there is a process.
?

7. Tikanga: Release undersized
lobsters near point of capture!
Coaching: Returning the first
catch of the day to Tangaroa.
Audit: Kaumātua Haare Williams
coaches & verfies tikanga.
Audit: Daniel Scott and Jayden
show how they operate.
NOA Label: Jayden is keen to
become an expert fisherman.
Community of learning:
Sharing passion for tikanga.

8. Step 1: Pre Assessment
Fisheries need to ...
Prove they are legal.
Be committed to Māori culture.
Be endorsed by their Licensed Fish Receiver & Brand.*
Meet all of the criteria from the Basic Requirements.**
Have capacity to label Rock Lobster.
Sign an agreement.
* Brands (exporters) need
to collaborate in handling
and promoting NOA
verified Rock Lobsters.
** A “living document” that
is regularly updated
through stakeholder input.
How do fisheries become NOA verified ?

9. A Kaumātua* will ...
Coach the crew.
Verify cultural commitment.
Learn about them & their approach to kaitiakitanga.
Mediate their & other stakeholders’ objectives.**
Consolidate tikanga and modern practice.
Explain tikanga to non-Māori.***
Be respected.
Step 2: Take a Kaumātua fishing
* NOA staff assists
and accompanies
the Kaumātua.
** NOA staff briefs the
Kaumātua on stakeholder
input.
*** On the boat and on
the website.
How do fisheries become NOA verified ?

10. Step 3: Kaumātua’s Report
A Report* will ...
Be handed over to the fishery after the audit.
Inform fishery if they can start using the NOA label
immediately, or if they require more coaching
(why, when & how). **
Give recommendations & provide resources
for future audits.***
* NOA staff and the
Kaumātua collaborate on
the report.
** Frequency and details
of coaching and reaudit-
ing is jointly decided on a
case-by-case basis.
*** Audits of approved
fisheries are annually.
How do fisheries become NOA verified ?

12. From here on it is about communication.
Sharing good practice!
NOA will supply QR labels that enable access to the
boat-specific website* via smartphone or PC.
The website reveals crew, boat, approximate fishing
location, and links to the brand.**
It includes stories, photos and possibly video:
e.g. covering the fishery’s latest audit.
What happens next
* The label identifies the
provenance to boat level.
Fisheries with more than
one boat might need
seperate audits, websites
and labels.
** The website will go
online after both fishery
and brand have reviewed
and approved the draft.
?

13. Closing the circle!
The boat-specific website and the main NOA
website* both facilitate instant feedback from
retailers, chefs, consumers and other stakeholders.
All input is monitored and administered by NOA.
The communication is used to improve and
update the NOA ecolabel over time.
What else
The Websites encourage feedback!
* The boat-specific
website links to the
principal NOA website
with more information
and services for stake-
holders in New Zealand
and overseas.
?

14. For Aotearoa fisheries & their stakeholders.
ConsumerRetailers & RestaurantsBrand / Exporter
Fisheries IwiIndustry CouncilTangaroa
Aotearoa
Who is this for ?

15. Participation is voluntary, but here are some incentives.
How would they benefit
Kaitiakitanga
Better resource
management by
integrating
culture.
Rangatiratanga Iwi select
& participate in briefing the
Kaumātua to ensure local
tikanga is acknow-
ledged.
Whakapapa The market
benefits from traceability:
product differentiation,
authenticity and better
quality control.
Utu NOA adds value to
the catch. Fishermen
learn about tikanga &
share it with
clients.
Mana Fostering NZ’s
reputation as leader in
managing fisheries
and race re-
lations.
Whanaungatanga
Collective decisions
become tikanga that are
promoted and verified
through NOA.
Manaakitanga Better ex-
perience for clients: they
learn where the lobster was
caught, who caught it,
how it was caught &
much more.
Mana Brand enhan-
cement and added value
through traceability &
unique indigenous
ecolabel.
?

16. And many more!
Daryl Sykes (Consultant)
Executive Officer for the NZ Rock
Lobster Industry Council (NZ RLIC)
Blake Scott & Whanau (Pilot
fishery) Commercial fishermen &
divers since countless generations.
Francisco Blaha (Consultant)
Independent fishery consultant,
Ex Fisheries Officer for FAO (UN)
Haare Williams (Collaborator)
Artist & Poet, Director Māori Partnership
at Auckland Museum
Dr. David Hawkins (Associate Supervisor)
Design Academic
Kahu Te Kanawa (Associate Supervisor)
Design Academic & Weaver
Marcus Williams (Principal Supervisor)
Associate Professor
Nga Aho (Facilitator)
Network of Māori Design Professionals
Who helped with this ?

17. Try it out!
www.scott.noa.co.nz
Aotearoa / New Zealand
www.noa.co.nz // © oliver kraft, awatoru 2013 // pictograms by gerd arnzt !