First industry-wide certification secured by New Zealand’s avocado sector
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 is New Zealand’s official country of origin mark, 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.
Minister for trade and investment 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 ten years. The FernMark accreditation showcases this country’s skill in producing safe, high-quality food”.
According to industry body NZ Avocado, FernMark is recognised by nearly half of consumers in key export markets, with 44 per cent of consumers more likely to purchase products bearing the mark.
NZ Avocado CEO Brad Siebert said it offered a powerful accreditation for the country’s avocados, one that aligns with the industry’s values of sustainability, ethical growing practices, and premium quality.
“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,” said Siebert.
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,” said Downs.
The FernMark will feature prominently in upcoming NZ Avocado promotional campaigns across Asia, North America, and other strategic markets.
