New Zealand avocados receive FernMark seal in historic export alliance

For the first time, New Zealand avocado exporters are uniting under a collective license for FernMark, the country's official designation of origin. The move, backed by the government and industry, aims to boost the product's global competitiveness in strategic markets such as Asia, the United States, and Canada.

In an unprecedented achievement for the fruit and vegetable sector, New Zealand avocado exporters have collectively obtained FernMark accreditation, a certification that guarantees authenticity, quality, and high governance standards. While some exporters already held this certification individually, this is the first time it has been awarded collectively to a horticultural category, marking a milestone in the international standing of New Zealand avocados.

Trade Minister Todd McClay emphasized that this partnership strengthens the product's reputation and paves the way for doubling the value of exports over the next decade. Currently, the FernMark is recognized by 44% of consumers in key markets, who say they are more willing to purchase products bearing this mark.

David Downs, CEO of New Zealand Story, and Brad Siebert, CEO of NZ Avocado, agreed that the collective licensing agreement represents a smart strategy for gaining ground in global markets, building trust, and reinforcing New Zealand's image as a producer of premium and sustainable food. The certification will play a key role in upcoming international promotional campaigns.

Source: portalfruticola.com