New Zealand Avocado [3] recently announced [4] that the entire sector’s products had been granted a FernMark license, marking a new chapter in the country’s expansion into the global avocado market.

FernMark [5] features New Zealand’s national emblem — the silver fern — as its logo. It is an official country-of-origin label introduced by the New Zealand government and is awarded only to reputable companies registered in New Zealand whose products are made, grown or designed there. Reports indicate that FernMark is recognized by nearly half of consumers in New Zealand’s major export markets, with 44% saying that they are more likely to purchase products bearing the mark.

New Zealand Avocado comprises two entities: NZ Avocado Growers’ Association Inc. and NZ Avocado Industry Ltd. The former is a grower membership organization representing the interests of avocado growers and exporters across New Zealand.

New Zealand’s Minister for Trade Todd McClay noted that the FernMark license is a testament to the quality and reputation of the country’s avocado industry. He emphasized that this achievement reflects exemplary collaboration within the sector, which will enhance New Zealand’s position on the competitive global market and contribute to the goal of doubling export value within the next decade. The FernMark license, he added, underscores New Zealand’s exceptional ability to produce safe, premium-quality food.

Brad Siebert, CEO of New Zealand Avocado, said that the FernMark license 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.”

Between 50% and 60% of New Zealand’s avocados are exported, with Australia as the primary destination. In May of this year, Siebert noted [6] that Asian markets — including South Korea, Japan and Thailand — are critical to the industry’s growth. The FernMark license is now set to be a key selling point in promotional campaigns for New Zealand avocados across Asia, North America and other priority markets.

New Zealand’s avocado export season runs from August through February, although the country is able to supply avocados throughout the year. This season’s avocados started hitting the market in June, with production estimated at approximately 6.2 million trays, down from 7.2 million trays last season. However, with an expected improvement in packout rates, this season’s export volume is still projected to match last season’s peak.

Image: Pixabay

This article was translated from Chinese. Read the original article [7].