New Zealand avocados obtain Silver Fern certification, accelerating market expansion in Asia and North America

Recently, NZ Avocado announced that its products have obtained FernMark certification, marking a new chapter in the global market expansion of avocados.

FernMark, commonly translated as "Silver Fern Certification," uses the silver fern, New Zealand's national flower, as its symbol. This is an official country-of-origin certification launched by the New Zealand government, awarded only to reputable New Zealand-registered businesses, and the products are all manufactured, grown, or designed in New Zealand. It is reported that FernMark has been recognized by nearly half of the consumers in New Zealand's major export markets, with 44% of consumers more likely to purchase products bearing this mark.

New Zealand Trade Minister Todd McClay said, "New Zealand avocado growers and exporters can proudly announce that their products have now obtained the official fern certification, which reflects their quality and reputation. This exemplary industry collaboration will help New Zealand further occupy a central position in the competitive global market, helping us achieve the goal of doubling exports within 10 years. The Silver Fern Certification showcases New Zealand's outstanding strength in producing safe and high-quality food."

NZ Avocado CEO Brad Siebert said that the Silver Fern Certification embodies the industry's shared vision: "This is powerful evidence of how collaboration can enhance quality standards and deepen international market trust in New Zealand avocados."

NZ Avocado is composed of two entities: the New Zealand Avocado Growers Association (NZAGA) and the New Zealand Avocado Industry Limited (NZAIL). NZAGA is a growers' membership organization representing the interests of avocado growers and exporters across New Zealand. 50-60% of New Zealand avocados are exported, mainly to Australia. In May of this year, Brad Siebert mentioned that Asian markets, including South Korea, Japan, and Thailand, are crucial for industry growth.

Now, the Silver Fern Certification will become an important promotional point in the marketing activities of New Zealand avocados in Asia, North America, and other key markets.

The New Zealand avocado export season lasts from August to February of the following year, but New Zealand can supply avocados all year round. Avocados from the new season start to be available from June, with a production volume of approximately 6.2 million boxes, lower than the 7.2 million boxes of the previous season. It is expected that with the improvement in the completion rate, this season's export volume is still expected to match the peak of the previous season.

Image source: NZ Avocado 2025 International Fruit and Vegetable Report retains all rights. For reprint permission, contact the International Fruit and Vegetable Report and credit the source as the International Fruit and Vegetable Report.