The Executive Director of the Fertiliser Quality Council has requested that a specific advertising programme for one
product marketed by Ballance Agri-Nutrients Ltd be discontinued.
Fertmark is responsible to farmers and the fertiliser industry for the provision of independent fertiliser quality
assurance. As well Fertmark is also charged on behalf of farmers and the industry to ensure that any comparative
advertising of fertiliser products is both fair and factual.
In announcing this decision Fertmark Executive Director Kevin Geddes said that the advertising material compared the
Ballance Agri-Nutrients Ltd. product CropZeal 14-12-12, with Ravensdown Fertiliser Co-operative Ltd product, Nitrophoska
12-10-10. Mr. Geddes acknowledged that the Ballance Agri Nutrients advertising campaigns were of a limited duration.
"This was a new product to the New Zealand market, and while in many respects could be compared to existing products,
Fertmark was of the view that because the physical characteristics of the product were different in some minor respects
direct comparisons were not strictly appropriate. No problems were found with the claimed nutrient analysis or its
efficacy."
Mr. Geddes said that the issue had been raised with Fertmark from a complaint by Ravensdown Fertiliser Co-operative Ltd.
From that point Fertmark had employed its disputes procedures contained within the Fertmark Code of Practice, where
there is a specific code for the conduct of advertising and promotion. In accordance with this code the services of an
independent authority with expert knowledge in fertiliser was used to advise the Fertmark Executive in seeking to
resolve this matter fairly.
"It is particularly important when engaging in comparative advertising that any new product has been tested sufficiently
to ensure that field performance is consistent with promotional claims, before any direct comparisons with other
products are made."
Ends