A group of indigenous Maori exporters from New Zealand will add a different cultural dimension to the China International Import Expo following the launch of the HUI Maori Collective which will be part of the New Zealand pavilion in Shanghai.

The Collective comprises eleven companies which have joined forces to export wine, manuka honey, fruit bars and a soft drink using China's Tmall Global e-commerce platform.

The name HUI was chosen because the word has a common meaning for meeting or gathering in both the Maori and Chinese languages. The centerpiece of the HUI logo was designed by leading Maori designers to represent a "rourou" or traditional woven food basket and reflects an ancient Maori proverb; "Naku te rourou, nau te rourou, ka ora ai te iwi" which translates as "with my food-basket and your food-basket, the people will be well."

At the launch function held at New Zealand's Parliament buildings in Wellington, the minister for trade and export growth, David Parker, said that partnerships such as this are going to be a good thing for the world and the Collective was "a good example of how New Zealand engages through trade with the world emphasizing quality, innovation, and partnership."

The HUI venture has been underpinned by a world-first verification process using New Zealand's "Food Trust Framework" which applies a unique QR code so that Chinese consumers can be confident that the goods are safe and come from authenticated Maori producers in the Collective.

The products will also display New Zealand's distinctive FernMark logo as further proof of authenticity. Winemaker, Steve Bird, says that members of the Collective take ownership of everything they do – from the earth to the consumer. "We need people to understand that we're the real deal, we're genuine, we are Tangata Whenua, the people of the land."

Nanaia Mahuta, minister for Maori development, said that for the very first time Maori exporters can enter into the modern world of e-commerce in ways that will derive benefits for New Zealand's international status as a trading nation. "The more that we can ensure New Zealand gains advantage from what Maori contributes to that brand, but also to the economy, the more that we will all benefit."

Hui Maori Collective chairman Hayden Johnston says it is "extra special" to be working in a market like China where there is a common belief in family values and long-term goals. "I'd like to think that we understand each other in a better way, and if that results in a competitive advantage then that's great."