Presented by Arts Whakatāne and exhibition partner Te Kōputu a te whanga a Toi - Whakatāne Library and Exhibition Centre, this annual non-acquisitive award is dedicated to excellence across contemporary and traditional painting and drawing and 3D genres. The award has developed over 30 years and sits credibly within the New Zealand arts community.

A high standard of work is selected to form the exhibition from nationwide entries by three independent pre-selection judges.

For participants, the MMCA offers professional development opportunities to artists by showcasing their practice to peers, collectors, critics, museum curators, the media and the community at large.