Latest news with #FernMark
Scoop
06-08-2025
- Business
- Scoop
New Zealand Avocado Industry Unites Under FernMark In Landmark Export Milestone
August 2025 | In a first for New Zealand's horticulture sector, the country's avocado exporters have joined forces to secure a collective FernMark Licence, marking a new chapter in the industry's global positioning. The FernMark - New Zealand's official country of origin mark is awarded by the Government to products that meet strict standards of authenticity, quality, and governance. While individual avocado Exporters have held licences in the past, this new coalition licence represents a unified front, reinforcing the industry's commitment to collaboration and excellence. The Honourable Minister of Trade Todd McClay said, 'New Zealand avocado growers and exporters can be proud their produce is now carrying the official FernMark, demonstrating quality and trust. This excellent example of industry collaboration will help push New Zealand further centre stage in a competitive global market, and closer to our goal of doubling export value in 10 years. The FernMark accreditation showcases this country's skill in producing safe, high-quality food'. A mark of trust in global markets The FernMark is recognised by nearly half of consumers in key export markets, with 44% of them more likely to purchase products bearing the mark. For New Zealand avocados, it offers a powerful accreditation - one that aligns with the industry's values of sustainability, ethical growing practices, and premium quality. David Downs, CEO of New Zealand Story, welcomed the avocado coalition to the FernMark Licence Programme: ' The FernMark helps tell the story of New Zealand's high-quality, premium products - and this coalition amplifies that story. This is a fantastic example of exporters working together to amplify their impact and elevate New Zealand's reputation in competitive international markets.' The FernMark will feature prominently in upcoming NZ Avocado promotional campaigns across Asia, North America, and other strategic markets. From pristine orchards to global tables New Zealand avocados are grown in nutrient-rich soils under high UV light, contributing to their rich taste and nutritional profile. But it's not just the environment — it's the people behind the product. The industry's commitment to sustainable practices and community values is central to its success. Brad Siebert, CEO of NZ Avocado, said the coalition licence reflects the industry's shared vision: 'It's a powerful example of how working collectively raises the bar for quality and builds even greater trust in New Zealand avocados across international markets.' With exports reaching more markets than any other avocado-producing nation, New Zealand's avocado industry is poised to grow its global footprint - now backed by the FernMark's seal of trust. About New Zealand Avocado New Zealand has been exporting avocados for over 25 years and now serves more international markets than any other avocado-producing nation. The industry is committed to sustainability, innovation, and delivering premium avocados that are safe, nutritious, and ethically produced. NZ Avocado Grower' Association Inc. (NZAGA) is the grower membership organisation that operates to support New Zealand avocado growers' interests. This includes promoting the sale and consumption of avocados, managing a research and development programme, and by creating a supportive structure that encourages development and growth within the industry. NZ Avocado also co-ordinate and disseminate relevant industry information and lobby and liaise with Government for the good of our growers.
Scoop
03-07-2025
- Business
- Scoop
NZ-designed Apples Miss Trick By Omitting FernMark Branding In Canada
New Zealand's premium apples have been caught up in a Canadian consumer backlash of United States products. Canadian consumers have actively boycotted US products, since President Donald Trump launched his trade war, along with ongoing calls to make Canada the 51st state of America. T&G Global's premium Envy and Jazz apples exported to Canada were packaged in 2.27 kg (5lb) bags, with prominent 'product of USA' labelling, and were not immune to the consumer backlash. T&G chief operating officer for the apples business Shane Kingston said the brands were grown in more than 11 countries, across both hemispheres. "This also diversifies our geographical spread, and ensures varieties are grown in the right regions and close to markets," he said, adding that sales met expectations. "Currently, around 31 percent of T&G's apple supply is sourced from Aotearoa New Zealand, 37 percent from the Americas, 23 percent from Europe and the United Kingdom, and 9 percent from other markets." Still NZ apples While Envy and Jazz apples sold in Canada were imported from southern hemisphere locations and Washington State, they were designed in New Zealand and were eligible to carry the New Zealand Inc trademark. FernMark brand manager David Downs said the lack of New Zealand branding was a missed opportunity, given that it could be applied to any product designed, grown or made in New Zealand. "That intellectual property was developed here and there is definitely a connection to New Zealand that should be highlighted," said Downs, who was also the chief executive of NZ Story, which - a government agency tasked with helping market New Zealand to the world. "It's actually a great example of New Zealand innovation." Demand for FernMark grows "It's interesting, isn't it, that consumer sentiment can shift pretty quickly," Downs said, referring to the trade dispute in North America. "Someone in Canada suddenly being suspicious of not wanting to buy products from the United States or from another country, because of their perceived activities." He said the FernMark had been independently valued at more than US$290 billlion (NZ$478b), although the licence to use it cost relatively little for qualifying companies. "What the FernMark does is basically visibly allow you to connect your brand with the brand of New Zealand, and that visible connection and association allows you to get that value from the hundreds of millions of dollars' worth of brand value that we have as a country." He said the number of companies using New Zealand's FernMark to promote their products had more than doubled over the past couple of years and featured on products in more than 40 countries. More than 600 companies used the FernMark on some two billion products, with food products one of the biggest users. "Some of those companies are very, very big, with tens of thousands of SKU's [stock items]." Recent research indicated 46 percent of international consumers recognised the FernMark, and 44 percent said they were more likely or a lot more likely to buy a product because it. "More and more in this disrupted world, reputation is what matters," Downs said. "For us, for a relatively small economy like New Zealand, it's important we protect our reputation. "That's not the job of just politicians. It's also the job of exporters and all of us."
RNZ News
03-07-2025
- Business
- RNZ News
NZ-designed apples miss trick by omitting FernMark branding in Canada
The Envy and Jazz apples are grown across more than 11 countries, but 31 percent come from New Zealand. Photo: Aaron Blanco Tejedor/Unsplash New Zealand's premium apples have been caught up in a Canadian consumer backlash of United States products. Canadian consumers have actively boycotted US products, since President Donald Trump launched his trade war , along with ongoing calls to make Canada the 51st state of America. T&G Global's premium Envy and Jazz apples exported to Canada were packaged in 2.27 kg (5lb) bags, with prominent 'product of USA' labelling, and were not immune to the consumer backlash. T&G chief operating officer for the apples business Shane Kingston said the brands were grown in more than 11 countries, across both hemispheres. "This also diversifies our geographical spread, and ensures varieties are grown in the right regions and close to markets," he said, adding that sales met expectations. "Currently, around 31 percent of T&G's apple supply is sourced from Aotearoa New Zealand, 37 percent from the Americas, 23 percent from Europe and the United Kingdom, and 9 percent from other markets." While Envy and Jazz apples sold in Canada were imported from southern hemisphere locations and Washington State, they were designed in New Zealand and were eligible to carry the New Zealand Inc trademark. FernMark brand manager David Downs said the lack of New Zealand branding was a missed opportunity, given that it could be applied to any product designed, grown or made in New Zealand. "That intellectual property was developed here and there is definitely a connection to New Zealand that should be highlighted," said Downs, who was also the chief executive of NZ Story, which - a government agency tasked with helping market New Zealand to the world. "It's actually a great example of New Zealand innovation." "It's interesting, isn't it, that consumer sentiment can shift pretty quickly," Downs said, referring to the trade dispute in North America. "Someone in Canada suddenly being suspicious of not wanting to buy products from the United States or from another country, because of their perceived activities." He said the FernMark had been independently valued at more than US$290 billlion (NZ$478b), although the licence to use it cost relatively little for qualifying companies. "What the FernMark does is basically visibly allow you to connect your brand with the brand of New Zealand, and that visible connection and association allows you to get that value from the hundreds of millions of dollars' worth of brand value that we have as a country." He said the number of companies using New Zealand's FernMark to promote their products had more than doubled over the past couple of years and featured on products in more than 40 countries. More than 600 companies used the FernMark on some two billion products, with food products one of the biggest users. "Some of those companies are very, very big, with tens of thousands of SKU's [stock items]." Recent research indicated 46 percent of international consumers recognised the FernMark, and 44 percent said they were more likely or a lot more likely to buy a product because it. "More and more in this disrupted world, reputation is what matters," Downs said. "For us, for a relatively small economy like New Zealand, it's important we protect our reputation. "That's not the job of just politicians. It's also the job of exporters and all of us." Sign up for Ngā Pitopito Kōrero , a daily newsletter curated by our editors and delivered straight to your inbox every weekday.
