Kaikohe is home to New Zealand’s newest social supermarket, Whata Kai. Supported by Foodstuffs North Island and Ngāpuhi Iwi Social Services (NISS), initiative aims to provide families experiencing food insecurity with access to affordable food, fresh produce, and wraparound support services in a dignified, empowering environment.
The name Whata Kai reflects both the supermarket itself and a broader project focused on supporting the health, wellbeing, and economic resilience of the Kaikohe community.
“We know the power of whanaungatanga and manaaki [hospitality], and Whata Kai brings these values to life,” said ,” Dr Moana Eruera, Chief Executive of Ngāpuhi Iwi Social Services.
“This is a space created by the community, for the community. It recognises the strength and potential of our whānau, offering more than kai, it’s a place for connection, learning, and resilience.”
New World Kaikohe has been instrumental in bringing the project to life, serving as the buddy store and providing ongoing training and operational support to help establish and grow Whata Kai.
Chris Quin, Chief Executive of Foodstuffs North Island, says supporting initiatives like Whata Kai is part of the co-op’s long-standing commitment to community.
“As a 103-year-old co-op of family-owned businesses, our role goes beyond retail – we’re here to support people. Whata Kai is a great example of how partnerships can create real impact, offering not just food, but dignity, choice, and practical support for the future.”
In addition to groceries, Whata Kai includes:
- Whānau space: A welcoming area where whānau can rest, enjoy a cuppa, and engage in kōrero
- Mahinga kai: A hub for sharing and distributing locally grown produce.
- Kāuta: A learning space for sharing knowledge and wisdom about food preparation and encouraging healthy food habits.
The team at NISS are also exploring ways for Whata Kai to support skill development, training, and employment opportunities for whānau and taitamaariki (youth).
The logo for Whata Kai was designed by celebrated artist Pena Makoare, incorporating the traditional concept of ‘whata’ – a raised storage structure that symbolises generosity, community, and whānau (family).