A Proud Industry Milestone
In August 2025, New Zealand’s avocado exporters achieved something unprecedented in horticulture: they were the first industry sector to secure a coalition licence under the FernMark Licence Programme This unified licence formally recognises the entire avocado industry under New Zealand’s official country‑of‑origin mark — a powerful endorsement built on collaboration, quality, and trust.
What the FernMark Represents
The FernMark is the Government‑issued symbol of New Zealand origin. To qualify, businesses must meet strict requirements, including New Zealand ownership and governance, export track record, and traceable origin — in this case, producers must demonstrate their fruit is grown, packed, or processed in New Zealand.
Carrying the FernMark builds confidence with consumers. Research shows that almost half of buyers in key export markets recognise the mark, and 44% are more likely to choose a product that displays it — a critical advantage as we compete in global markets
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.”
What This Means for avocados from New Zealand
-
Unified brand strength: This is the first time multiple avocado exporters have come together under one FernMark licence — signaling a shared industry vision and ambition.
-
Global credibility: Exporters can now feature the FernMark across campaigns in Asia, North America, and strategic markets, reinforcing our story of premium quality and sustainable practices
-
Consumer trust and differentiation: The mark aligns with consumer expectations around ethical production, food safety, and provenance — essential for premium positioning.
Our Industry, Our Story
From the rich, volcanic soils of the Bay of Plenty and Northland to high-sunlight orchards, New Zealand avocados are rooted in environment and expertise. Our growers uphold sustainability, innovation, and ethical practices from orchard to export.
Brad Siebert, CEO of NZ Avocado, says the coalition licence marks a new chapter in industry alignment and brand strength:
“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.”
Hon. Trade Minister Todd McClay echoed this sentiment:
“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”.
Spotlight: FernMark Licence No. 101119
New Zealand Avocado Growers’ Association Inc., as the unified industry body, proudly holds FernMark Licence No. 101119, marking our collective commitment to excellence, integrity, and growth in global markets fernmark.nzstory.govt.nz.
Explore More
Want to learn more about the FernMark? How to use it in export campaigns? Or what it means for internal industry frameworks and consumer education?
Visit the FernMark Programme or contact our team to explore how the mark is helping us grow and differentiate on the world stage.