Aim Researchers explored how food insecurity was experienced in Māori households and how this can affect hauora (well‐being). Methods This Māori‐centred research was conducted in New Zealand by Māori dietetic students with Māori supervision. Kaupapa Māori methodology guided the inductive thematic analysis of observational and discussion data (40+ hours per household) from four Māori households (18 individuals) that participated in a 3‐month ethnographic‐style investigation in 2011. Results Four themes were identified. ‘Overcoming socioeconomic hardship’ was most clearly observed within the low‐income whānau (family), however, all whānau had experienced food insecurity. This experience had short‐ and long‐term impacts on well‐being. Other themes identified strategies whānau developed to reduce the severity of food insecurity: sharing food, gardening food, and teaching food and nutrition skills. Selected text for themes revealed expressed Māori values and/or hauora influences. The values of manaakitanga (sharing food/hospitality), whānaungatanga (family relationships) and kaitiakitanga (caring for the environment) were observed and analysed deductively. Conclusions All households had experienced income‐related food insecurity, and its short‐ and long‐term impacts on well‐being were observed. Whānau had developed many strategies to reduce the severity of food insecurity, relying on support from extended whānau and the wider community, but households remained food insecure. Health and other professionals should advocate for social justice and policy solutions that change systems perpetuating social and health inequity. All households need sufficient income to afford basic needs including food. When basic needs are met, households and individuals can thrive and make meaningful contributions to society.