New Zealand avocado industry unites under FernMark

In a press release published this week, New Zealand Avocado announced that the country’s avocado exporters have joined forces to secure a collective FernMark Licence. This significant industry milestone collectively takes the sector into the future and on the path to global positioning.

The New Zealand government awards the FernMark, the official country of origin mark, to products that meet strict standards of authenticity, quality, and governance. While individual avocado exporters have held licenses in the past, the release says, this new coalition-wide license represents a unified front deeply committed to collaboration and excellence.

The FernMark will feature prominently in upcoming NZ Avocado promotional campaigns across Asia, North America, and other strategic markets.

“New Zealand avocado growers and exporters can be proud that their produce is now carrying the official FernMark, demonstrating quality and trust,” said Todd McClay, New Zealand’s Minister of Trade. “This excellent example of industry collaboration will help push New Zealand further center stage in a competitive global market, and closer to our goal of doubling export value in 10 years.”

A mark of trust in global markets

The FernMark is recognised by nearly half of consumers in key export markets. New Zealand Avocado says 44 percent of them are more likely to purchase products bearing the mark. For Kiwi avocados, it’s a powerful accreditation 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 Program: “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.” 

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