According to Chinese lore Ginseng is Heaven’s gift to humanity, embodying the three stars of Tautoru (Orion’s Belt): Happiness, Prosperity and Longevity. The sacred plant grows incredibly slowly so it can absorb and distil the essence of Heaven and Earth.

This also means that Ginseng growers need plenty of patience to cultivate Asia’s most revered medicinal plant. “We learned a number of lessons and having patience is one: Eight years is a long time to wait for a product to come online,” says Glen Katu, Maraeroa C Incorporation, Chief Executive.

“Remaining determined in the face of uncertainty, championing research and removing obstacles to achieve business outcomes are other lessons learned.”

Next year will see the harvest of Maraeroa C Incorporation’s first wild simulated Ginseng crop. It follows years of research and experimentation in their pine forests at the base of Pureora Mountain just outside Te Kuiti.

In October 2013 Māori Affairs Minister Dr Pita Sharples launched the Incorporation’s Pure-Ora Mountain Ginseng brand for the domestic market. Asked by NZ Crop and Food in 2005 to consider Ginseng growing trials, some early research revealed Maraeroa C had the right trees (for cover), climate and soil type to grow the sought after root. The proposal came at a time when the Incorporation’s management committee wanted to diversify an asset base that was mostly tied up in forestry. Working collaboratively alongside a range of public sector and research agencies has been crucial.

“Te Puni Kōkiri has provided huge support, assisting five Māori CNI forest owners to implement Ginseng trials under their existing forests. Two are now considering commercial plantations,” says Glen.

“We have also worked with a Te Puni Kōkiri Māori Business Facilitation Service accredited marketing mentor to provide specialist advice on our marketing and branding strategy which has a focus on the Chinese market.”

Glen says the vision for Ginseng is long term, with plans to expand their plantation from 5 to 100 hectares over the next 10-years, and up to 250 hectares by 2033. Processing, marketing and exporting are all part of the strategic plan for this innovative incorporation.

“Should other Māori foresters establish their own Ginseng plantations then we could have a Māori Ginseng Co-operative strategy in place with a single marketing desk and all plants processed through a dedicated Māori-owned factory.”

However, the ultimate strategic plan is about their people; now and into the future. Like the slow growing Ginseng plant, Maraeroa C is about long term development and investment that will benefit generations of its families.

Glen says achieving a sustainable organisation and business is paramount. “One that delivers economic prosperity, social and cultural wellbeing and environmental sustainability for our shareholders.”

Rare in China due to overharvesting, a recent ban on wild Ginseng gathering on state owned land in the US could see prices soar past already record rates. It looks like the patience of Maraeroa C Incorporation’s Ginseng growers will soon be paying off.

Ginseng Facts GINSENG VALUE FOR GROWERS: $2000 NZD
per kilogram

POTENTIAL RETURN FOR GROWERS:
$300,000 NZD
per hectare

GLOBAL MARKET WORTH:
$1 billion USD

Wild simulated Ginseng is grown under trees with a high canopy providing 80-95% shade, cold winter climate and free draining soils.