.... Design/methodology/approach Using a Kaupapa Māori approach focused on purakau (Māori narrative, akin to narrative inquiry) and reflexivity, the paper presents the Mānuka honey pūrākāū from a Māori perspective. Findings Applying Kaupapa Māori ethics (Whakapapa, Tika, Manaakitanga, Mana) to the Manuka...