New Zealand’s avocado exporters have successfully secured a collective FernMark Licence, a historic first for the horticulture sector.
This country-of-origin accreditation will allow the industry to operate under a unified branding, aimed at raising the profile of New Zealand avocados internationally and improving competitiveness in global markets.
FernMark Licence Enhances Industry Collaboration
The FernMark Licence is awarded by the New Zealand Government and stands as the official mark of authenticity, quality, and governance. The avocado industry has come together under a single collective licence for the first time, replacing the previous system where only individual exporters held licences.
“This represents the industry’s shared vision,” said NZ Avocado CEO Brad Siebert.
FernMark: A Trusted Symbol of Quality in Global Markets
The FernMark is recognised internationally as a symbol of trust and credibility. It assures overseas buyers that products meet strict quality standards. Minister of Trade Todd McClay explained that the move demonstrates the strength of collaboration:
“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.”
Global consumer research suggests the FernMark is a valuable tool. Nearly half of consumers in key export markets recognise the mark, and 44% say they are more likely to purchase products that bear it.
Industry Support for FernMark Accreditation
Minister McClay emphasised that the accreditation not only backs New Zealand’s reputation for premium food but also supports wider economic goals:
“The FernMark accreditation showcases this country’s skill in producing safe, high-quality food.”
David Downs, CEO of New Zealand Story, highlighted the power of exporters working together:
“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.”
Brad Siebert reinforced that sentiment, noting the wider benefits of unity:
“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.”
FernMark to Drive Expansion in Global Markets
The collective licence comes at a time when the avocado industry is targeting new opportunities abroad. New Zealand has been exporting avocados for more than 25 years and now supplies more international markets than any other avocado-producing country.
The sector is positioned to further expand its global footprint, now backed by the FernMark. There will be more promotional campaigns in Asia, North America, and other regions to feature the FernMark prominently. Exporters believe this will reinforce consumer confidence in New Zealand avocados, marketed as nutrient-rich, safe, and sustainably grown.
Sustainability and Innovation as Growth Drivers for the Avocado Sector
The collective FernMark is seen by industry leaders as more than a milestone in marketing; it is a foundation for growth built on sustainability, innovation, and export development. The New Zealand Avocado Grower’s Association continues its role in supporting growers through research and advocacy to keep the industry competitive.
As Siebert noted, the broader goal is “not just to sell more fruit, but to build global trust in New Zealand’s horticulture.”