At the launch of Māori Language Week 2010, the Human Rights Commission recognised Progressive Enterprises Limited, New Zealand's largest single grocery company, for its landmark contribution to the annual event.

This year, in an exceptional show of support for Māori Language Week and its theme, Te Mahi Kai: The Language of Food, Progressive Enterprises is running a number of significant initiatives throughout its 152 stores.

The corporation's Countdown, Woolworths and Foodtown mailers are themed for Māori Language Week 2010, with Māori translations of recipes, measurements and shopping lists. Close to 1.4 million will be distributed nationally.

Progressive Enterprises has also incorporated the "Te Mahi Kai" logo on in-store posters and stickers (that all check-out staff will wear for the week) and has produced signs that display the words for everyday food items, such as bread, and their Māori translation, e.g. parāoa. These signs have been placed on shelves next to the items, so that every customer is sure to encounter them. Two Māori Language Week scripts will be broadcast on the in-store radio, across all stores, throughout the week.

The company has produced Māori Language Week press ads that will feature in major metropolitan and regional newspapers and TV spots with Māori translations.

The official launch of Māori Language Week 2010 was held this morning (26 July 2010) at the Grey Lynn Countdown store, where it was broadcast on Breakfast TV. New Zealand Race Relations Commissioner Joris de Bres presented the Human Rights Commission's On the Bright Side award to the company.

"A few years ago, the Commission recognised a single grocery store in Ruatoria for its use of te reo Māori. Today, its great to be recognising such a large corporation with multiple chains of supermarkets throughout New Zealand," said Mr de Bres.

"Every year, there is at least one stand-out contribution to Māori Language Week - a programme or project that promotes the use of te reo to the wider New Zealand public in a new way and takes us one step closer to becoming a truly bilingual society. This year, Progressive Enterprises has helped us move nearer to that goal."