The FernMark builds trust with international buyers and consumers. It signals a government-verified connection to New Zealand, strengthens brand credibility, and helps your products and/or services stand out in competitive global markets.
Licensees also benefit from FernMark trademark protection, QR code verification, and access to marketing support and storytelling tools.
Licensees also benefit from FernMark trademark protection, QR code verification, and access to marketing support and storytelling tools.
The FernMark helps open doors in markets where provenance and trust are key drivers of purchasing behaviour.
Any New Zealand business that has been exporting for at least 12 months and meets the Programme’s eligibility criteria. To qualify, your business must:
We assess your business’s connection to New Zealand across financial, regulatory, governance, and personnel dimensions. Products and services must meet minimum origin requirements.
- Be GST registered in New Zealand
- Comply with all relevant New Zealand laws and regulations
- Be of good character and repute
- Have a substantial level of New Zealand ownership, governance, or employees
- Offer products or services that are made, grown, or designed in New Zealand
We assess your business’s connection to New Zealand across financial, regulatory, governance, and personnel dimensions. Products and services must meet minimum origin requirements.
If you’re preparing to export and have support from NZTE, other agencies or relevant export experience, we may be able to offer flexibility. Please contact us to discuss your situation.
Yes. The Programme is open to exporters of both products (including tech products) and services. If you're exporting a service, the intellectual property must be designed and managed in New Zealand to qualify. Many tech and service Licensees use the FernMark as a digital asset or use the Certificate of Recognition when dealing with international partners.
Use the FernMark eligibility calculator to check your status, then complete the online application. We’ll guide you through the process. Applications are typically processed within 28 working days.
Licences are issued for an initial term of three years, with annual invoicing and the option to renew.
Annual fees range from $800 to $10,000 + GST, based on your business’s revenue. The Programme is not-for-profit. Find out more about the licence fees here.
No. One FernMark Licence can cover all your eligible products and/or services and brands. If you would like separate Licences for different brands, just get in touch – the licence fee is discounted for existing Licensees.
These appear on your Licensee profile page on our website and can be grouped by category or brand. You will also be able to see (and amend) them at any time in your FernMark Portal.
Yes. Approved products and services can be updated via the FernMark Portal. You can also add new products or services for approval or delete products or services that are no longer in market.
In addition to product packaging, the FernMark can be used across a wide range of brand and marketing touchpoints – including your website, e‑commerce listings, social media, trade show displays, in‑store and point‑of‑sale materials, email signatures, business cards and other marketing collateral. It’s a flexible asset designed to support your brand wherever it shows up.
Licensees can add a unique QR code alongside their FernMark Licence logo. When scanned, it verifies your Licence status and product authenticity by taking the user directly to your Licensee profile page on our website – no need for consumers to get an app.
No. The FernMark can only be used on products or services that your business owns and controls. It cannot be used on co-branded or white label products made for third-party brands, and sub-licensing is not permitted.
Yes. Many Licensees use the FernMark in international advertising campaigns and promotional partnerships to reinforce their connection to New Zealand.
The FernMark may be used across digital, print, event‑based activity, and trade environments where it promotes approved products or services, and where use complies with the FernMark Marketing Guidelines and Licence terms.
Where partnerships are involved:
If you’re unsure whether your planned use is appropriate, please contact the FernMark team before proceeding.
The FernMark may be used across digital, print, event‑based activity, and trade environments where it promotes approved products or services, and where use complies with the FernMark Marketing Guidelines and Licence terms.
Where partnerships are involved:
- both New Zealand brands must be FernMark Licensees for collaborative use, and
- Licensees must retain control over how the FernMark is used in promotional material.
- The FernMark cannot be sublicensed or used independently by third parties (including distributors or retailers) without approval.
If you’re unsure whether your planned use is appropriate, please contact the FernMark team before proceeding.
The FernMark can support sustainability storytelling when it reflects genuine New Zealand values and practices. Many Licensees use it to highlight responsible sourcing, environmental care, and product integrity - especially when aligned with the New Zealand country values of Tiaki (care) and Pono (integrity).
The FernMark is trademarked in more than 43 jurisdictions worldwide, in a core range of goods and services. We partner with intellectual property experts to monitor and enforce the use of FernMark across online platforms and work with other government agencies and our networks to detect misuse.
Yes. The Programme has successfully identified and enforced many instances of misuse of the FernMark, both digital and physical. In addition, we have enabled identification and removal of counterfeit products from sale, particularly in high-risk categories like infant formula.
The Programme is managed by the New Zealand Story Group – a government agency that promotes and protects Brand New Zealand globally. Enhancing and protecting the FernMark and supporting our Licensee community is a core part of New Zealand Story’s purpose.
Yes. FernMark Licensees are part of a growing community of exporters who share New Zealand’s values. You’ll have opportunities to connect through events, campaigns, and shared storytelling initiatives.
The FernMark reflects the core values of Brand New Zealand – including Pōtikitanga (ingenuity), Tiaki (care), Manaaki (respect), and Pono (integrity). These values underpin the Programme and guide how Licensees represent New Zealand internationally.
FernMark Licensees have access to a range of practical support, including marketing assets, storytelling guidance, training sessions, and the Export Storyteller programmes. Our team also provides ongoing support to help you use the FernMark confidently and make the most of your Licence.
Reach out to the FernMark Licence team via our Contact Us email form if you have questions. We’ll respond within 48 hours. Licensees may also contact a member of the team directly, or Book a Call.
If your ownership, governance, or product offering changes, please notify the FernMark team. We’ll review your updated details to ensure continued eligibility and help you update your approved products and/or services, and Licence documents if needed.