How Rimurimu Verifies Brands

Evidence made visible. Stewardship made clearer.

Rimurimu is an Indigenous-led directory for businesses practising responsible stewardship: care for people, place, culture and future generations.

Our role

Rimurimu does not issue a new sustainability certificate or decide cultural authority. We help people understand the evidence behind a business’s public claims and link directly to credible source records where available.

Recognised third-party certifications

Where a business holds a recognised certification, such as B Corp, Fairtrade, FSC, organic, cruelty-free or another relevant standard, Rimurimu checks the available official record and links customers to the issuing organisation’s directory, register or certificate source.

We record what the certification covers. A company-level certification does not automatically mean that every product is certified.

First Nations, Māori and Pasifika business status

Rimurimu does not certify Indigenous identity. Indigenous identity and cultural authority are inherent.

Where an appropriate community-led or recognised business register is available, Rimurimu may link to it as business-status evidence. Examples can include Supply Nation, Kinaway, Amotai and other relevant registers. Where no suitable public register exists, a business’s own disclosure is labelled clearly as self-disclosed.

Heritage and community-grounded practice

Some businesses practise sustainability through longstanding relationships with Country, whenua, moana, island, family, local materials and community. Rimurimu does not require these businesses to purchase external certification in order to be recognised.

For Heritage profiles, we make specific public information visible: what the business says it practises, any available ingredient or sourcing information, business-status evidence where available, and the limits of Rimurimu’s review. We do not turn cultural knowledge into a badge or claim authority over it.

Product claims

Specific claims must stay specific. For example, “palm-oil-free” should link to available ingredient information or a brand policy; it is not presented as “certified palm-oil-free” unless a relevant certification exists. “Organic” is used only where a business holds an organic certification or clearly describes the basis for the claim.

No pay-to-rank

A business cannot pay Rimurimu for a stronger evidence status, Heritage recognition, cultural authenticity label or preferential directory placement. Commercial relationships are kept separate from directory evidence and editorial decisions.

Review dates and limits

Evidence can change. Rimurimu aims to record when information was checked and may update a profile when a certificate expires, a public claim changes or new information becomes available.

Rimurimu’s records are not legal advice, a guarantee of every business practice or a substitute for the authority of the relevant certifier, rights holder, artist, community or cultural custodian.