Native Hawaiian Trademark

Over the weekend I got a chance to do a short presentation to Native Hawaiian artisans and craftsperson about the Internet. This was in conjuction with Hale Ku`ai and the Native Hawaiian Producers workshop. My talk was about Internet infrastructure and web sites. It's amazing what we take for granted here in Hawaii. The native Hawaiian producers are putting out some quality stuff and we need to make sure it gets recognized as such. There are apparently a lot of rip offs coming in from who knows where. The tourists end up buying the stuff thinking its made in Hawaii by native craftpeople.

There were a number of other presentations from pricing product to marketing product in stores. One topic which got a lot of attention was on a native Hawaiian trademark. Maile Andrade, a professor from UH Art School gave examples of how the Maori in Aotearoa developed a trademark to designate quality native made products. This Scoop article describes the trademark and purpose.

I think this is a great idea and will give an authenticity and recognition to the products made by native Hawaiians. It is reminiscent of the Indian Market in Santa Fe or the Hospital Auxiliary Craft Shop in the Alaska Native Medical Center. The process to develop a native Hawaiian trademark is at its early stages. It is not certain how much it will cost or who will be the judge or enforcer of the trademark.

As a preparation for criticism, here is an article commenting on the excessive use of taxpayer dollar on the Maori trademark. I think it's bunk but everyone is entitled to an opinion. I am sure we will have our share in Hawaii.

Comments

It's not possible to apply the term authenticity to an item or give it some native Hawaiian trademark when the item itself is created and produced with the sole purpose of becoming a commercial product.

While I will assume such efforts for trademarks are being discussed with open hearts and for the benefit of the Kanaka Maoli, I can't help but think that there are those that are all too willing to make a buck off of such a trademark.

It isn't necessary to have yet another bureaucracy to define such terms as
"local" "native" or to gauge what blood levels one must have to claim their own heritage.

If artists and craftspersons of Hawaii want to sell their products, then the best answer is to sell them in a open and free market. In the end, people are going to buy want they want and what they like.

You lost me in your first line. Why can't something be authentic and be sold as a commercial item? Are you then implying the converse is true, that anything sold commercially is fake?

It is my understanding that mass producing items for the purpose commercial profit was not a part of the Kanaka Maoli way of life. Therefore, to do so now and then label it as authentic with a native Hawaiian trademark is not only wrong, but it is no different than the "rip offs" that you mention.

I would suggest that the spirit in which something is made is far more important to its authenticity than whether the craftsperson is of a particular heritage or is from a specific place.

No body made mention of mass production. I don't think it is correct to assume that if a trademark is developed for native Hawaiian made products, it will imply mass production.

Therefore, to do so now and then label it as authentic with a native Hawaiian trademark is not only wrong, but it is no different than the "rip offs" that you mention.

I'm not so sure I'd agree. Sure, ancient Hawai`i wasn't a capitalist society, but all cultures have to adapt. A subsistence, agrarian community is probably not possible, or practical today, so to survive, creating and selling goods seems a reasonable way to make a living (beyond the other limited options modern society makes available). And if there's a market for "genuine Hawaiian goods" (versus, say, fake plastic tiki trinkets made in Taiwan or "Hawaiian-style sarongs" made in Jersey), why not create a way for a politically/socially conscious consumer to differentiate them from knockoff "campy" crap?

Hawaiian carvings made by a Hawaiian artist in a Hawaiian community shouldn't have to compete against mass produced, falsely marketed junk from Southeast Asia. So a "seal of authenticity" makes sense to me.

Then again, the way laws and lawmakers are, this could go the way of the "Kona Coffee™" debacle. Six percent of this, four percent of diluted that... the hairs are split so fine, there's no point.

One thing I would recommend is that the State Government not get involved in such a branding venture. We are talking about the same type of bureaucrats who wasted taxpayer money on expensive, ugly non-Hawaii looking logos for the University of Hawaii.

I would highly suggest that should the Native Hawaiian Community want to create their own logo identity, that they do so without funding from the state or federal governments. Have it privately financed. This would ensure that the logo and its market brand be controlled by the people who developed and implemented the idea from start to finish.

As to the debate of whether or not capitalism is a good thing or not, I'd go with capitalism any day, because simply put we live in a capitalistic society and that won't be changing anytime soon.

Recently, my parents went on a trip to New England, and my mom purchased a bag that was quilted and handmade by Amish artists. There was something so special about this gift. I knew it was unique, and I knew it was handmade. This is something I cherish. If someone were to tell me, "Well, actually, the bag was made in an Indonesian sweatshop," I would be crushed. There is no tag whatsoever on the bag saying where it was made, so I go on faith and carry idyllic images of the bag having once rested upon the lap of a diligent Amish craftperson. As a consumer, I'm truly glad for the givingness of the Amish culture and that clear across the globe, I am able to enjoy their gift.

What's especially irritating to me is walking down Kalakaua Avenue near the GNC Store and seeing those two wretched "Hawaiian" gift shops. They play videos of the Merrie Monarch Festival to give their merchandise that Hawaiian feel. I walked in there one day to check out their offerings and was appalled to see products "Made in China." So I said very loudly, "THIS STUFF IS MADE IN CHINA!" I know the shopkeepers probably didn't appreciate that. This illustrates the flip side of what Burt is talking about, where at least there was a tag stating the origin of the product. With full knowledge, the tourist can then make a decision whether they want that "stuff" or not.

A mark of some kind indicating that products are produced by true artisans would elevate their contribution to the rest of the world. With the state of things as it is today, where there's so much crap misrepresenting Hawaii in tourist locations, a mark saying that "THIS is the real thing" would be more than welcome.

Given the current flap about street vendors in Waikiki, I'm not sure this is applicable, but nonetheless: about ten years ago I was in Santa Fe. The main plaza is enclosed by a square building, and on all four sides are Native Americans showing their handmade goods spread out on beautiful blankets. All those were for sale, and I don't recall little adhesive tags stating place of origin on the bottom, or any kind of logo.

Now, it could be that in order to get licensed to sell there (the building is state property) the vendors had to certify that their goods were locally made; I don't know. But that might work.

"The tourists end up buying the stuff thinking its made in Hawaii by native craftpeople."

I dunno about that.. I'm willing to bet that the majority of tourists really don't care about the origin or quality of their souvenirs, and aren't looking for something truly Hawaiian, but rather something they think represents Hawaii.

I know there are people who want the real thing, but I think they're a lot more sophisticated and know where to find authentic goods.

Take Hawaiian quilts as an example. The Philippine knockoffs are around $200. Real Hawaiian quilts are over $1,000. The average tourist isn't likely to spend that much on the real thing, and will settle for the knockoff.

Honestly, the only way I can see a benefit to a trademark is to "brand" the goods and thus give them more value due to "snob appeal".

"Honestly, the only way I can see a benefit to a trademark is to "brand" the goods and thus give them more value due to "snob appeal"."

And that's bad... how? If a Hawaiian artist can get $1000 for a handcrafted made-in-Hawaii item compared to $200 for a comparable made-in-Thailand item, simply on the strength of the "snob appeal" of the made-in-Hawaii cachet, isn't that a good thing? No one's being forced to do anything they don't want, and those who are willing to pay for higher quality, can get it.

Wasn't this the original premise behind Native Books and Beautiful Things? I remember when they opened reading that everything in the store was certified made in Hawai'i by local craftspeople. Personally I find it a shame that there are so few stores to buy genuine Hawaiian/Polynesian crafted items in Hawai'i. They all seem to not last very long, while Hilo Hattie's, where everything is made in Indonesia, flourishes. I used to shop at Tahiti Imports (nice shellwork and hand-printed pareos from Tahiti and the Cook Islands) and a little store on King St. near Pensacola. Now both stores are closed. Usually when I come home for the holidays I just shop at Native Books and at the few vendors at the Aloha Swap Meet who sell genuine craft items from Samoa and Tahiti.

I didn't say that would be a bad thing- I said that would be the only real benefit I could see.

Hale Ku`ai was similarly founded.

As a side note of levity - If such a thing is created, do you think that they can finally do away with the whole "Hawaiian" pizza nonsense?

Ha, and how about all the boxed Hawaiian food that's produced in Canada? I still remember visiting Honolulu for a few days (College visit, I'm going to be a freshman at UH Manoa this fall) and finding Coffee, Pineapple products, and "Hawaiian" sweets -- all advertised as Hawaiian -- coming from places like Canada and New Jersey. Quite over priced at that. As a New Englander, it wasn't all too appealing.

I had a conversation with some friends about the branded thing, I cant help but get all upset when I go home and buy some hawaiian "stuff" that just came out, and after a while I find out that some people here on the mainland are able to get sort of the same stuff that are knock offs. I bought my hawaiian seat covers in hawaii when they first started coming out and then after a few years, some people were able to get them in stores here that werent made in hawaii. What I am trying to get at is that when I am driving around and I see other people with hawaiian seat covers or anything made in hawaii on or in their car, I assume they are from hawaii or been there. Its nice to know people on the mainland that is from hawaii. Then find out they know some of the same people you do! (small world kinda thing)

I had found a L & L Drive Inn here in the city of Hercules. I enjoyed some of the food there but I was very disappointed with the kalua pig w/cabbage. I noticed that the kalua pig was not imported from hawaii nor was it even emued! sp?? I was really looking forward to eating the actual thing! It wasnt even good! Its a disappointment not for only me but for others who never had the real thing. And for them to try it, what must they think? Big sign says "Hawaiian food!!" HAH! what a joke!

Curious question...Someone told me that "ABC Store" stands for "Always Bring Cash". Is it true?

Heidi: that ABC "meaning" is a joke. Most restaurants, even in Hawaii, don't cook pig in an imu (unless it's a luau)--use Liquid Smoke and wrap pork butt in ti leaves or foil and bake!

Hurry and get your Hawaiian-print bean bag chairs--they haven't been knocked off (yet).

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