Planting seeds of enterprise : Understanding Māori perspectives on the economic application of flora and fauna in Aotearoa (New Zealand)

Purpose – The purpose of this paper is to add to the understanding of Māori perspectives pertaining to the economic application of New Zealand's flora and fauna. Design/methodology/approach – The body of literature consulted was a combination of works written about Rongoā Māori (Māori medicine) and Māori perspectives on the stewardship and management of New Zealand's natural resources. Empirical findings were obtained from focus groups and an interview with a practitioner of Rongoā Māori . All interviews were semi‐structured. Findings – The findings indicate that Māori enterprise involving indigenous flora and fauna is likely to be community based; with a proportion of these being non‐profit in nature. The transmission and protection of traditional knowledge regarding the use of plants is a key issue. Māori iwi (tribes) would benefit from further research into their models of community‐based entrepreneurship. Practical implications – The paper would be useful for academics considering further exploration of Māori participation in the bio‐economy. Originality/value – The paper is an exploratory study that has captured some Māori perspectives regarding the use of indigenous flora and fauna.