New Zealand Avocado Sector Targets China Through Quality and Category Strength

At this year’s Asia Fruit Logistica, the New Zealand pavilion drew strong attention from both industry stakeholders and media representatives. Produce Report interviewed Brad Siebert, CEO of New Zealand Avocado, and Chris Metcalfe, regional director for Greater China at New Zealand Trade and Enterprise, who shared their perspectives on category positioning, export strategy and market opportunities in China.

Siebert highlighted a recent milestone for the avocado category: the FernMark License Program. Administered by the New Zealand government, the FernMark is the country’s official country-of-origin trademark, inspired by the national silver fern emblem. It is granted only to registered companies that meet strict standards, indicating that their products are produced, grown or designed in New Zealand. Surveys indicate that nearly half of consumers in New Zealand’s key export markets recognize and trust the FernMark, with 44% more likely to purchase products bearing the mark.

The FernMark is now closely integrated with the industry’s governance framework. Companies must meet an array of standards — including fruit quality and grading — before obtaining an export license, ensuring the overall quality and reputation of New Zealand avocados.

Addressing the Chinese market, Siebert noted that New Zealand avocados are positioned as a premium product. While production volumes are modest compared with some other suppliers, New Zealand’s value lies in delivering consistent quality, trusted standards and strong relationships with trade partners. Retailers and consumers alike view New Zealand as a source of safe, sustainable and high-quality food, creating opportunities to grow the avocado category through trusted partnerships and country-of-origin differentiation.

China is viewed as an exciting growth market where demand for healthy and premium produce is on the rise. Metcalfe emphasized that the New Zealand avocado industry is highly organized, with strong central governance, rigorous quality standards and a collaborative approach across exporters, packers and researchers. The industry also works collectively on international marketing initiatives, demonstrating the kind of cooperation that New Zealand producers are known for. New Zealand currently exports avocados to 16 key markets across Asia, North America and Oceania, underlining its credibility as a trusted global supplier.

New Zealand’s reputation as a reliable, innovative and ethical trading partner underpins the avocado category’s future growth. By building on country-of-origin strengths and collaborating with global customers, New Zealand avocados are well placed to develop a strong presence in China and other expanding markets.

Images: © 2025 Produce Report