A petition calling for Sir Bob Jones' knighthood to be revoked after an offensive column has been presented to Parliament.
In a National Business Review column, which has now been deleted, Sir Bob said there should be a public holiday where Māori "bring us breakfast in bed or weed our gardens out of gratitude for existing".
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Over 68,000 people have signed the petition which says the column was a "vile racist rant" and Sir Bob no longer deserves his title.
Labour MP Kiritapu Allan accepted the petition at Parliament on Tuesday, accompanied by fellow MPs Willie Jackson and Peeni Henare.
She said Sir Bob's comments "have caused a lot of pain and heartache".
"When you can garner the support of 70,000 people, it's highlighting that there's been a cultural shift in New Zealand - and as a populus, we don't condone that kind of behaviour," Ms Allan explained.
"So regardless of the formal outcomes, I think these petitioners have been successful in raising the fact that this is no longer okay in this day and age.
"In this day and age racism's not okay - overt, satirical or otherwise."
The petition will be tabled in Parliament on Wednesday. It will then be either considered by a select committee or presented to Governor General Dame Patsy Reddy.
Sir Bob received his knighthood for his contributions to the business community.