Te Haerenga | The Journey

We started as Breastfeeding NZ back in 2010, and since then we’ve been supporting whānau to know where he wāhi haumaru are, sharing the latest information, and providing resources to support breastfeeding.

In 2023, we began to reimagine our community and return to our roots in supporting whānau Māori and whānau across Aotearoa. We evolved into he wāhi haumaru (safe and caring space) to better support whānau nationwide. Carol Storey (Te Whakatōhea) gifted us this beautiful name, recognising the deep need for spaces where whānau feel truly welcomed and supported.

Te Ngakau | The Heart: Te Pā Harakeke

Working with young Māori mātua and Nikki Kennedy (Ngāti Porou, Te Whakatōhea, Te Aitanga a Mahaki) of Taputapu Toi, we created our visual identity one that tells the story of whānau strength and connection. Our tohu draws its power from the ancient wisdom of te pā harakeke, inspired by Hirini Melbourne’s whakatauākī:

Hutia te rito o te harakeke
Kei whea te korimako e ko?
Ki mai ki ahau he aha te mea nui o te ao?
Maku e kī atu
He tangata, he tangata, he tangata, hei!

If you remove the heart of the flax bush
From where will the bellbird sing?
If you say to me
what is the most important thing in this world?
I will reply to you,
It is people, it is people, it is people!

The harakeke plant beautifully mirrors the structure of whānau, the rito (centre shoot) represents pēpi, the awhi rito their parents, and the outer leaves represent tūpuna. Just as the harakeke bush grows strong through its interconnected roots to form te pā harakeke, whānau thrive when supported by the many people, past and present, who nurture and protect each other.

This is why our tohu of matua me te tamaiti | parent and child sits lovingly on a background of woven harakeke. It reminds us that just like a flourishing harakeke bush, whānau grow strong when the rito are nurtured with care. The korimako depends on the harakeke, just as the strength of our communities relies on the wellbeing of our tamariki.

Creating Real-World Safe Spaces

We’re working with businesses and public spaces across Aotearoa to create real-world he wāhi haumaru where you can feed your pēpi without worry. When you see our tohu, you’ll know you’re somewhere that welcomes you and your whānau a place that understands the sacred act of nurturing the rito, the heart of whānau.

Our vision is simple: to enable many whānau to thrive through the connections they form, both online and in the real world. By embracing the wisdom of te pā harakeke, we’re creating nurturing environments where breastfeeding is valued and supported, empowering whānau to flourish together.

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