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NZ Avocado chief executive Brad Siebert.
New Zealand avocado growers have received a major boost by securing a collective FernMark Licence for their exports.
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.
The FernMark is recognised by nearly half of consumers in key export markets, with 44% 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.
While individual avocado exporters have held licences in the past, this new coalition licence represents a united front, reinforcing the industry's commitment to collaboration and excellence.
Trade Minister Todd McClay says avocado growers and exporters can be proud their produce is now carrying the official FernMark, demonstrating quality and trust.
Brad Siebert, chief executive of NZ Avocado, says the coalition licence reflects the industry's shared vision.
"It is a powerful example of how working collectively raises the bar for quality and builds even greater trust in New Zealand avocados across international markets."
Trade Minister Todd McClay says his officials plan to meet their US counterparts every month from now on to better understand how the 15% tariff issue there will play out, and try and get some certainty there for our exporters about the future.
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We're working through it, and we'll get to it.
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