Precision Harvesting and Kaitiakitanga
Fiona Robertson
How Newflands Protects Pets and the Planet
At Newflands, every decision we make is guided by care for the land, sea, and animals we love. Our purpose is not just to provide premium pet nutrition, but to live as kaitiaki—guardians of the natural world. This philosophy is part of New Zealand’s identity, reflected in cultural values such as Pōtikitanga, Tiaki, Manaaki, and Pono, which strengthen and enrich our own Newflands values.
What is Kaitiakitanga?
Kaitiakitanga means guardianship and stewardship. It is the recognition that people are not separate from nature but part of it, and that our role is to protect and care for the resources we use so they remain abundant for future generations.
Guardianship and responsibility: A kaitiaki ensures resources are healthy and respected.
Connection to nature: People and environment are intertwined, not divided.
Sustainability: Use only what is needed, preserving balance for the future.
Authority and stewardship: Care is an entrusted responsibility, not ownership.
At Newflands, this philosophy guides how we source our hoki oil and treat every product we create for pets around the world.
Precision Harvesting: Respect in Action
Instead of large-scale, indiscriminate fishing, we use precision harvesting—working with trusted partners to carefully target New Zealand hoki. This method reflects kaitiakitanga by ensuring:
Fish populations remain healthy.
Marine ecosystems are protected.
Only what is needed is taken, with respect for the future.
This is guardianship in action: precise, careful, and deeply connected to the land and waters of Aotearoa.
Newflands Values Through a Māori Lens
Our brand values—Love, Honesty & Integrity, Respect, Fun & Learning, Humility, Creativity, and Financial Responsibility—are naturally enriched by Māori cultural values that also underpin New Zealand’s story.
Pōtikitanga – Creativity & Ingenuity
Pōtikitanga celebrates youthful energy, curiosity, and innovation. At Newflands, this shows in our creativity—developing new products like Omega-i and Pet Ice Creams that are both fun and scientifically informed. We embrace fresh thinking while staying true to ethical, research-based knowledge.
Tiaki – Guardianship & Protection
Tiaki means to guard and protect. This aligns with our values of Respect and Love. By choosing precision harvesting and sustainable packaging, we respect nature’s balance and care for pets and people. Every bottle of Hoki Oil is a reflection of this responsibility.
Manaaki – Hospitality, Care & Support
Manaaki is about showing generosity, care, and uplifting others. At Newflands, this is seen in our Humility and Positivity—we create products that support pets’ wellbeing and treat our customers, partners, and community with kindness. Our dog park, boarding, and cattery services are also expressions of manaaki, offering safe and caring spaces.
Pono – Integrity & Truthfulness
Pono means truth, honesty, and doing the right thing. This is at the heart of our Honesty & Integrity value. We are transparent about sourcing, processes, and sustainability commitments. With us, what you see is what you get—truthful products that pet owners can trust.
Why It Matters
Every product we make carries with it both Newflands’ brand promise and New Zealand’s cultural values. By blending our philosophy with Pōtikitanga, Tiaki, Manaaki, and Pono, we honour the land, sea, and communities we are part of—while offering pets the best possible care.
When you choose Newflands, you’re not only nourishing your pet—you’re joining us in living the values of guardianship, respect, creativity, and truth that define both our company and our country.
✨ At Newflands, precision harvesting isn’t just a method—it’s a story of guardianship, love, and responsibility, grounded in values that connect us to Aotearoa and the world.
