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.
Pictured: Hon. Minister for Trade Todd McClay and NZ Avocado CEO Brad Siebert at the launch of the coalition FernMark Licence.
