In a first for New Zealand’s horticulture sector, the country’s avocado exporters have joined forces to secure a collective FernMark Licence, marking a new chapter in the industry's global positioning.

The FernMark - New Zealand’s official country of origin mark  is awarded by the Government to products that meet strict standards of authenticity, quality, and governance.

While individual avocado Exporters have held licences in the past, this new coalition licence represents a unified front, reinforcing the industry’s commitment to collaboration and excellence.

“New Zealand avocado growers and exporters can be proud their produce is now carrying the official FernMark, demonstrating quality and trust," Minister of Trade Todd McClay said.

"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.  

"The FernMark accreditation showcases this country’s skill in producing safe, high-quality food."

The FernMark is recognised by nearly half of consumers in key export markets, with 44 per cent of them more likely to purchase products bearing the mark.

For New Zealand avocados, it offers a powerful accreditation - one 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 Programme.

“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," Downs said.

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

New Zealand avocados are grown in nutrient-rich soils under high UV light, contributing to their rich taste and nutritional profile. But it’s not just the environment — it’s the people behind the product. The industry’s commitment to sustainable practices and community values is central to its success.

Brad Siebert, CEO of NZ Avocado, said the coalition licence 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," Siebert said.

With exports reaching more markets than any other avocado-producing nation, New Zealand’s avocado industry is poised to grow its global footprint - now backed by the FernMark’s seal of trust.

New Zealand has been exporting avocados for over 25 years and now serves more international markets than any other avocado-producing nation. The industry is committed to sustainability, innovation, and delivering premium avocados that are safe, nutritious, and ethically produced. 

NZ Avocado Grower’ Association Inc. (NZAGA) is the grower membership organisation that operates to support New Zealand avocado growers’ interests. This includes promoting the sale and consumption of avocados, managing a research and development programme, and by creating a supportive structure that encourages development and growth within the industry. NZ Avocado also co-ordinate and disseminate relevant industry information and lobby and liaise with Government for the good of our growers.

Visit www.nzavocado.com