The silver fern is one of the best recognised symbols of New Zealand around the world. It exemplifies New Zealandness and is already used by government officials to represent our country all over the world.
The FernMark Licence logo leverages New Zealand's great reputation to open up sales opportunities and ultimately boost growth. It provides an instantly recognisable connection to the story and reputation of New Zealand and helps differentiate products in a global market.
The FernMark Licence Programme also offers exporters a level of protection, with comprehensive trademark protection of the FernMark and monitoring of its use.
If you're a New Zealand business and currently export your products then you can apply to carry the FernMark. And to be successful, your business and products will need to meet the FernMark licensing criteria.
To earn the right to carry to the FernMark Licence logo on your product(s), your business needs to demonstrate it has been exporting goods for at least 12 months.
You'll also need to meet the programme's eligibility criteria. This includes an assessment of how connected a business is to New Zealand from a financial, regulatory, governance and personnel perspective. Any products will also need to meet minimum requirements that prove they were made, grown or designed in New Zealand.
To qualify you need to meet the FernMark licensing criteria:
Are you a New Zealand business that is:
- GST registered in NZ?
- Compliant with all NZ laws and relevant regulations?
- Considered to be of good character or repute?
New Zealand ownership, governance or employment.
- How much of your business is owned by New Zealanders?
- What percentage of your shareholding is held in New Zealand?
- What percentage of your full time employees are based in New Zealand?
Does your product tell a New Zealand story?
- Is it grown in New Zealand?
- Or made in New Zealand?
- Or designed in New Zealand?
Licensees have the option to include a unique QR code alongside the FernMark Licence logo. That lets consumers quickly verify your licensee status without the need to download bespoke apps.
To use the FernMark Licence logo, a business needs a current licence. So any previous FernMark Licensees will need to reapply to join the new programme.
We'll contact all the holders of expired licences and their new applications will be given priority, along with any we have on the waiting list.
Currently, the FernMark Licence Programme has been designed to recognise New Zealand companies whose products meet the criteria for being made, grown, or designed in New Zealand. We may look to extend the programme in the future to include exported services.
Applications cost between $750 and $5,000, depending on your company's annual revenue. Licences are valid for a 12-month period, regardless of the number of licensed products. If your application is successful, you will need to renew your licence every year and pay the renewal fee. Find out more about the licence fees here.
Businesses purchase one licence for all of their eligible products. The licence fee is current for a year. Find out more about the licence fees here.
Twelve months. Each licence is awarded on a yearly basis, so businesses need to renew their licence annually.
Applications will be processed within 28 working days. You can apply here.
The FernMark Licence Programme offers exporters a level of protection, with comprehensive trademark protection of the FernMark and monitoring of its use.
The FernMark is registered across 14 countries and we employ the trademark registration and protection services of AJ Park who actively check no similar marks are being filed worldwide.
We also use Yellow Brand protection to monitor the use of the FernMark on over 800 online trading sites and ensure products using the FernMark are those of our licensees.
The FernMark brand protection service has already been successful in identifying a number of counterfeit milk powder products and having these removed from sale. Action is swift and very effective, largely because of the government's endorsement of the programme.
The FernMark Licence Programme is run by the New Zealand Story Group which is a Government initiative that enhances New Zealand's reputation beyond natural beauty and ultimately contributes to the prosperity of New Zealand.