The Ministry of Agriculture and Forestry (MAF) is investigating an Auckland company that is apparently sending New Zealand-branded infant formula to China, after questions were raised about where it comes from.
Heitiki is promoted by Kiaora New Zealand International, whose registered office is in Auckland.
On its website it said that it specialised in quality infant and dairy products.
Heitiki tins are clearly branded as being from New Zealand - featuring a Maori woman on the label - and state the formula is "for super gene", although it is not clear where the product is made.
Kiaora's sole director is Tianxi Shao, but the company was not answering calls.
MAF director of compliance Geoff Allen told NZPA it was to visit Kiaora's premises today.
If it was exporting infant formula, it would have to be a registered exporter and if it was manufacturing formula here it would have to meet further requirements, he said.
Kiaora was not on MAF's list of registered dairy exporters and this afternoon its website went offline.
Maori Party co-leader Tariana Turia said she was initially alarmed at the association of food with a cultural icon -- heitiki is Maori carved jewellery -- but that further investigation had made her question the product itself.
"Upon further investigation it appears there may be other reasons to question areas such as food safety, or compliance with consumer quality standards."
The New Zealand Food and Grocery Council today backed her queries, and called for a full investigation by regulators.
Chief executive Katherine Rich said infant formula was a very important export and the council was sceptical of the company's website claims when it was not sold on New Zealand shelves.
"Authorities certainly need to keep a close eye on start-up infant formula companies, particularly those marketing into China, which might attempt to trade on New Zealand's positive image.
"Just recently there have been cases of Chinese firms attempting to create brands and copy products to align themselves with New Zealand's good reputation. Some companies have even deliberately copied New Zealand branded infant formula products, hijacked trade names and replicated websites."
Ms Rich said the council would highlight some of Kiaora's claims, such as the company saying it was "dedicated to sourcing and providing Kiwi mums with the best and healthiest infant formula available", that "many NZ parents are using Kiaora infant formula" and that its products "have become the new standard in New Zealand".
"This is a complete surprise to our members. It's hard to fathom how Heitiki is the 'new standard' when scan data shows that New Zealand and Australian supermarkets do not sell the product at all."
Heitiki prices - with some tins up to $169 - were exorbitant when compared to similar products available in New Zealand supermarkets ranging in price from $18-$25 a tin, she said.
