AUOR A
Auora : a new direction
Auora, a consumer-focused, health-solutions business will join Kono and Whenua, two other Wakatū businesses.
The name Auora is a novel combination of two traditional Māori words: ‘ora’ meaning 'health' and 'vitality', and 'au', which has multiple relevant meanings, including ‘current’ and ‘wake’ relating to waka and movement. This name was coined for Wakatū by Dr Karena Kelly (Ngāpuhi, Ngāti Hine). It draws on the imagery of a waka being drawn by a current, reflecting external environmental influences, and also suggests leaving a wake, evoking trailblazers and innovators.
Miriana Stephens (Photo: Kate MacPherson)
‘Au’ is also associated with a string or cord, acknowledging
Auora will design new food,
ingredient industry is converging
whakapapa and the connections
ingredient and health solutions
with the health and life-science
between our Owners, employees,
based on the biomatter and
industries. People are increasingly
and the wellness of our whānau
active ingredients obtained
looking for healthier solutions
and environment through the
from the natural resources of
from what they eat and drink
solutions we provide.
Wakatū, and will work with other
rather than taking traditional
partners who are aligned with
medication,’ Miriana Stephens
as for any new business name
the values of rangatiratanga,
says. ‘With that in mind, we’re
that is adopted by Wakatū,’
manaakitanga, whanaungatanga,
going to be concentrating on
Miriana explains. ‘We had a
kaitiakitanga, hihiritanga and
developing products that solve
couple of different options and
pono at Wakatū.
existing consumer health
explained the thought processes
problems. We’re going to be
behind them. We presented these
Stephens (Executive Director
rigorous and make sure that
to the Wakatū senior leadership,
of Innovation). ‘From our
any benefits are backed up by
who then sought endorsement
research we can see a number of
scientific research. We’re excited
from the Manaaki board. The
opportunities through recent
to be commercialising ideas we’ve
recommendation went to the
trends and predictions for the
been working on over the last
Wakatū Board, where the name
future. The food, nutrition and
three years.’
‘Auora’ was approved.’
Auora will be led by Miriana
‘We followed the same process
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