Senior National Party ministers have closed ranks behind Christopher Luxon and support for small businesses, after the Prime Minister apologised for his remarks that small firms had a "parent-child mentality".
Senior ministers Nicola Willis, Simeon Brown and Erica Stanford all backed Luxon's amends, as Rotorua business leaders accepted the apology too - though they noted the comments stung a room full of owners who felt they were already doing their best.
Luxon told the audience at a Rotorua Business Chamber event on Friday that some businesses had a "parent-child mentality" and too often looked to government for help.
He apologised at a media conference yesterday, saying he was sorry his comments "did not properly acknowledge the challenges that many small business owners are facing".
Willis suggested today that the apology "reflected his integrity".
"His reflection was that he had caused offence and he didn't intend to do that, and I think it's the mark of the man that he was prepared to apologise," she said.
"His concern was that there are many small businesses in New Zealand who have worked incredibly hard through what have been difficult economic conditions, and have found that tough for no fault of their own.
"He wanted to reassure them that he recognises he backs them, that we are, every day, working hard as a National Party team to advance policies that support small business."
PM's comments 'caused a lot of hurt' - Stanford
Education and Immigration Minister Erica Stanford went further, saying the apology from Luxon was necessary because the comments "caused a lot of hurt and upset among businesses who are doing it really tough".
"I talk to them all of the time. They've been hanging on with their fingernails for a number of years, and they stay up late at night, worried about having to pay their employees, and how they're going to manage to keep going," she told media.
"They are our people, and we back them."
Asked why it had taken Luxon a day to apologise, Stanford said those were "questions you need to put to the Prime Minister. The comments that he made and he has now apologised for, and those are questions for him."
She described small firms as "the backbone and the engine room of this country".
"We are the party of small business. We always have been, and they are our people. They are our supporters. We back them," Stanford said.
Luxon's out talking with businesses 'all the time'
National campaign chairperson Simeon Brown also defended Luxon.
"Christopher Luxon is out in small businesses all the time, talking to them about what they need, and in fact that's where the Investment Boost policy came from," he said.
"National and Christopher Luxon back small businesses. We do that every single day."
Brown turned his fire instead, saying Labour had "put up a lot of social media videos about those comments" but had not been clear on whether it would keep the scheme.
"They haven't been clear with New Zealand small businesses as to whether or not they're going to keep Investment Boost, which is helping thousands of small businesses up and down the country invest in kit and equipment," he said.
"Ultimately, actions speak much louder than words."
Asked whether he had concerns Luxon may be dragging on the party's campaign, Brown said: "No, not at all."
'We welcome the apology' - Rotorua business
Rotorua Business Chamber president Paul Ingram told Breakfast the chamber welcomed the apology and trusted there had been real reflection behind it.
"We welcome the apology from the Prime Minister following his comments last week, and we do trust that there's some genuine reflection behind that, and perhaps an enhanced understanding or awareness of what's real for small businesses at the moment," Ingram said.
He said the room had been attentive, but some of the messaging did not land well, particularly the comparison to a parent-child relationship.
Rotorua Business Chamber president Paul Ingram told Breakfast the "parent-child" comparison didn't land in a room of resilient owners. (Source: Breakfast)
"The room was full of businesses that have been very resilient, very agile. This has been a pretty tough six years. We've been through pandemics, cost of living crises, fuel crises, all sorts of things," Ingram said.
He said many of those businesses had already adopted AI and new technologies and were constantly reinventing themselves. Sitting close to the stage, Ingram said he could hear the mood in the room shift as Luxon spoke.
"I could hear a few groans and comments from behind me," he said.
"I don't think he meant necessarily to lecture it, but that's really how it landed with us. It's a bit tough when you're already doing the very best you can."
Ingram said businesses in the region wanted stability and steady economic growth, along with investment in technology and productivity.
"We're looking for steady strategic economic growth led with investment and supported investment in technology and productivity. We've got some fantastic opportunities here in Rotorua," he said.
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Asked whether Luxon may have lost small business votes over the comments, Ingram said he did not know.
"We are used to being spoken to pretty directly. He's come out. He's apologised for his comments. I think really business people are going to get on with the job," he said.
Labour leader Chris Hipkins said Luxon's apology was "out of touch".
"He instead chose to be condescending and I think his apology looks somewhat insincere given that he's made these comments repeatedly over the past three years, so they do reflect what he actually thinks."
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