Vinay Karanam Z Energy is making a significant cultural shift by replacing street names with the correct Māori kupu (words) at fuel stations across the country, in collaboration with local hapū (subtribes).
When Z Energy acquired 226 fuel sites from Shell in 2010, the practical approach was to name the stations after the streets they were located on or near. For instance, when the Kahikatea Drive station in Kirikiriroa (Hamilton) was named Z – K Drive, the company’s Māori advisor questioned the use of the abbreviation.
“Kahikatea is the correct name. That led to a bigger conversation about where we are with our knowledge as we start to learn more about te reo Māori and recognizing the interconnectedness of all things. Where else are there opportunities to do it?” said Andy Baird, Z Energy’s customer general manager.
Over the course of 12 months of whakawhanaungatanga (relationship building), the company was guided by Te Hā o te Whenua o Kirikiriroa, leading to the renaming of Z Dinsdale to Z Tuhikaramea. This initiative expanded to include renaming two other stations: Z Courtenay Street in New Plymouth to Z Huatoki, and Five Cross Roads station in Hamilton to Z Te Papanui.
“This is not about ticking a box; it’s about a bigger commitment to te reo Māori and to the communities we operate in. It’s a much broader long-term program,” Baird explained.
Internally, Z Energy has also been incorporating more te reo Māori, starting each day with karakia (prayers). This practice has strengthened the connection between the company and Māori traditions. Baird emphasized the importance of using the correct dialects specific to each region.
As part of the project, the company sought to understand the engagement process with mana whenua (territorial guardians) and how they wanted things to happen. This collaborative approach aimed to create positive outcomes for the local communities they serve.
Instead of unilaterally changing station names, Z Energy chose to consult with local hapū and iwi (tribes). “The opportunity to meet and engage with mana whenua, build a relationship, and do something that they are proud of was just as important as the actual name change,” Baird said.
Each site’s name was carefully selected by the hapū, considering the history of the land (whenua). For example, Ngāti Te Whiti hapū in Ngāmotu (New Plymouth) was excited to rename the Courtenay Street petrol station and involved their Facebook community in the decision-making process. The name Huatoki was chosen from three options, reflecting the nearby awa (river) and its historical significance.
Julie Healey of Ngāti Te Whiti explained that the name Huatoki was fitting as the river flowed near the petrol station and represented the life essence of New Plymouth. The timing of Z Energy’s approach aligned perfectly with the hapū’s Huatoki restoration plan with the New Plymouth District Council.
Z Energy’s engagement with locals was praised, with whānau (family) members providing cultural induction tours and ensuring the correct dialects were used. Healey highlighted that the initiative was about reclaiming language and culture as a celebration, not a political act.
Moving forward, Z Energy aims to rename more petrol stations, continuing their commitment to whakawhanaungatanga and cultural recognition.
