Most New Zealanders see themselves as a six or seven out of 10, says E Tū Tangata founder Jay Geldard.

It’s a product of something called tall poppy syndrome, a distinctly Kiwi characteristic in which keeping each other humble has turned into a reluctance to show pride, for fear of being perceived as arrogant.

A centre that sells items rescued from landfill has donated thousands to a youth charity dedicated to getting rid of “tall poppy syndrome” in Marlborough.

Kiwis have long valued hard work and recognition. Just don’t achieve too much; that’s the message that’s coming through loud and clear to our young people, whether it’s on the sports field or in the classroom.

A pilot programme aiming to end tall poppy syndrome that first launched at Rolleston School is proving successful.