New FernMark Licence Programme launches for exporters
New Zealand Story, a government initiative to develop and grow New Zealand’s international marketing brand, announced
today the launch of the new FernMark Programme for New Zealand exporters.
The FernMark is the government’s official trademarked silver fern developed for exporters. Through the Fernmark Licence
Programme businesses that meet the eligibility criteria will be able to use the FernMark on their products.
Rebecca Smith, Director of New Zealand Story, says that the mark gives companies a competitive advantage overseas by
giving products an immediate connection to the story of New Zealand and its associated reputation and credibility.
“It’s vital for our economic growth that New Zealand’s products demand a premium overseas – that’s one of the ways we’re
going to reach the Business Growth Agenda’s target of increasing the ratio of exports to GDP to 40 per cent by 2025.
“Carrying the FernMark on products is a simple way for internationalising businesses to leverage the value of New
Zealand. From Chinese consumers looking for food products they trust, through to European distributors wanting to
partner with resourceful and innovative businesses, we know New Zealand businesses have the potential to do better if
they actively call out their New Zealandness at the point of purchase,” says Ms Smith.
In order to carry the FernMark exporters must meet the licence criteria. It requires a business to be connected to New
Zealand from a financial, regulatory, governance and personnel perspective. The company’s products must also meet
minimum requirements for being considered as made, grown or designed in New Zealand.
New Zealand businesses will pay between $1,500 and $5,000 per annum for a FernMark licence – regardless of the number of
products that are licenced.
The FernMark licence sits alongside the broader New Zealand Story toolkit of resources already available for companies
to help them tell their own New Zealand Story when marketing overseas.
“Around the world the New Zealand FernMark is recognised shorthand for ‘of New Zealand’. It is integral to telling a
compelling story that differentiates New Zealand from other countries and helps give our companies an edge in fiercely
competitive global markets,” says Ms Smith.
The FernMark Licence Logo is embedded with augmented reality capabilities to give consumers access to content about New
When customers hover their smart phones over the FernMark, they’ll be able to use the Blippar to verify the authenticity
of the product's association to the FernMark Licence Programme and will be shown a short video that explains the story
of New Zealand and what makes us unique.
Global Trademark Watch
The FernMark Licence Programme team operates a global trademark watch programme to catch misuse of the FernMark around
the world. The FernMark logo is already a registered trademark in 14 countries.
Through proactive monitoring and audits, the team has worked alongside foreign regulators to significantly reduce the
misuse of the trademarked FernMark and thereby provided increased assurance to consumers that products claiming a New
Zealand connection are indeed authentic.
The FernMark then and now
According to Maori legend, the silver fern, or pikopiko, once lived in the sea. It was asked to come ashore to guide
Maori home through Aotearoa’s dense forests – its silvery fronds providing the perfect light-reflecting trail marker.
Today the silver fern plays a global role with the FernMark one of our country’s most respected and recognised national
symbols. The bearer of the silver fern still leads the way and shoulders responsibility as a kaitiaki, a guardian, of
New Zealand’s story overseas.
to apply for a licence to carry the FernMark.