Mitre 10 NZ Changes Product Names for Cultural Sensitivity

A spokesperson for Mitre 10 said the changes were made as the Maori names for lakes and rivers were tarnished by being associated with toilets.
Mitre 10 NZ Changes Product Names for Cultural Sensitivity
A powhiri is performed to welcome dignitaries in Waitangi, New Zealand, on Feb. 5, 2023. Fiona Goodall/Getty Images
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A major New Zealand retailer is back peddling on using Māori names for some of its products after deeming them culturally insensitive.

Mitre 10’s Legacy brand has covered over existing stock with stickers to hide products emblazoned with a Māori word for the products which include toilet seats and toilet paper holders along with other bathroom fixtures.

Jim Birchall
Jim Birchall
Author
Jim Birchall has written and edited for several regional New Zealand publications. He was most recently the editor of the Hauraki Coromandel Post.
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