Labour's Maori council is supporting Shane Jones in his bid to become the party's next leader.
Mr Jones, who is contesting the leadership and is up against Grant Robertson and David Cunliffe, says he is a strong leader who represents and connects with all facets of the community.
Labour Party senior Maori vice-president Haare Williams says Mr Jones has the qualities to unite the party and caucus, win the 2014 election and deliver a Labour-led Government.
Mr Jones also has the ability to inspire and motivate people throughout the motu [country], and improve the turnout at the upcoming election, Mr Williams says.
The MP says Labour needs to broaden its appeal if it is to win next year's election and bring in more voters, and describes himself as the man for that job.
Meanwhile, former Labour government minister John Tamihere says Mr Jones has made himself relevant again, even if he doesn't win the leadership.
Mr Tamihere says Mr Jones will likely feature as one of the top five ministers in a Labour-led government if he doesn't win the leadership race.
The contenders campaigned in Whangarei on Monday.