When the New Zealand Avocado Growers Association attended Asia Fruit Logistica 2025 in Hong Kong, they knew they were competing for attention alongside some of the world’s largest avocado suppliers. Peru, Mexico and Australia dominate the category in scale, but New Zealand has something different to offer: a trusted national story backed by the FernMark.
NZ Avocado represents avocado growers across New Zealand, funded by a grower levy. The Association sets and upholds quality and export standards, provides central governance and supports collaboration across the sector. Its role at trade shows is to help exporters work together to showcase New Zealand avocados collectively, raising visibility for the category.
Because of the competitive nature of the global avocado industry, we have to find what differentiates New Zealand supply from other origins, explains NZ Avocado CEO, Brad Siebert. “The FernMark has been a real attribute for us in showcasing the New Zealand identity.”
At Asia Fruit Logistica, NZ Avocado used the FernMark across its stand and marketing collateral to emphasise trust, authenticity and premium quality. “The FernMark was a strong anchor for our presence at the show,” says Siebert. “Buyers and partners recognised it immediately, and many commented that it gave them extra confidence in the product and the people behind it. There are many avocado suppliers globally, but not many can leverage a government backed mark that signals quality, food safety and sustainability.”
According to Siebert, the FernMark delivered instant credibility. “It gave us that immediate attention grab at the event. It also opened doors for media interactions and conversations with buyers. The imagery conjures associations of sustainability and trustworthiness, which allowed us to start important conversations about our sustainability credentials, our trusted supply and the food safety systems we have as an industry.”
Beyond the trade show floor, Siebert sees wider benefits. “The FernMark is recognition at the highest level that our industry meets strict standards around governance, integrity and quality. It validates that our products genuinely represent New Zealand and adds weight to the work our growers, packers and exporters do every day to deliver fruit that is safe, sustainable and premium.” He adds that with NZ Avocado’s limited resources, the FernMark helps the industry benefit from New Zealand’s wider global brand presence. “It gives us a stronger platform than we could achieve alone.”
Siebert encourages other exporters to take up the opportunity. “The FernMark delivers instant credibility and helps tell the New Zealand story in a clear, visual way. At trade shows, where you have only seconds to capture someone’s attention, it can mean the difference between being overlooked and being recognised as a trusted New Zealand exporter. Buyers often ask about it, which gives you a natural chance to highlight your values, your standards and what makes your product stand out.”
For NZ Avocado, the FernMark is more than a logo. It is a tool that helps New Zealand exporters secure visibility in an increasingly competitive global market. It provides instant recognition, sparks new conversations and allows the avocado industry to tell a collective story of quality, food safety and sustainability.