Turia angry at 'offensive' branding of infant formula

Using the name 'Heitiki' on the formula is disrespectful, Tariana Turia says. Photo / Supplied

Tariana Turia has blasted a New Zealand company for using a Maori cultural icon as branding for milk powder.

The Associate Health Minister said Maori midwives complained to her that "Heitiki" infant formula produced by Kiaora New Zealand International was being sold overseas.

Mrs Turia said it was offensive that a cultural icon - heitiki are carved pieces of jewellery - had been associated with food.

"One of the most concerning aspects for me was seeing the cultural misappropriation of one of our most sacred terms - being associated with food.

"The use of heitiki, our traditional taonga, for the marketing of infant milk powder has been criticised as both disrespectful of tikanga Maori and representing the theft of cultural knowledge."

The use of a cultural term could also be seen to be targeting Maori women to substitute breastmilk with infant formula, Mrs Turia said.

That was "unacceptable" when breastmilk was acknowledged as best for a baby's development.

Huge demand for safe infant formula exists in China after the San Lu melamine tampering scandal, which killed children.

Chinese company director Tianxi Shao did not return Herald calls yesterday so it is not clear if the Heitiki formula is being sold in China.

Heitiki imagery on the company's website shows a Maori woman wearing a traditional costume with the motto "for super gene" below.

Dairy cows laze in a mountainside paddock.

The company website said it invested heavily in research and development and had a rigorous quality-control programme.