BOOST YOUR BRAND'S AUTHENTICITY
Unlock opportunities for your Grass-Fed products
Access premium global demand for Grass-Fed products by leveraging Aotearoa New Zealand’s reputation for quality, sustainability, and authenticity. These government standards enable eligible exporters to make credible Grass-Fed claims that can be further supported by the Grass-Fed logos – marks that signal premium provenance, animal welfare, and pasture-based farming.
The Grass-Fed logos are licensed to members of the FernMark Licence Programme for their qualifying Grass-Fed products, giving these exporters an additional layer of credibility in fast-growing international markets, especially in Asia and North America, where demand for Grass-Fed products is accelerating.
STAND OUT IN A FAST-GROWING GLOBAL MARKET
With the global Grass-Fed beef and dairy market estimated at over USD $8 billion, New Zealand exporters have a unique opportunity to lead. Our temperate climate, pasture-based farming systems, and commitment to animal welfare make New Zealand a natural leader in Grass-Fed production.
Displaying the Grass-Fed Marks helps exporters:
Help buyers and consumers identify products connected to New Zealand's Grass-Fed Scheme.
Communicate New Zealand provenance and pasture-based farming.
Connect products to New Zealand's distinctive farming system.
Differentiate in competitive markets where provenance matters.
GOVERNMENT-BACKED. GLOBALLY RECOGNISED. EASY TO ACCESS.
The Grass-Fed Administrative Standards are owned and administered by the Ministry for Primary Industries (MPI) and the Grass-Fed logos are licensed and managed by the FernMark Licence Programme. To carry the Grass-Fed logos, your business must meet our eligibility criteria. This includes being eligible for a FernMark Licence and having products from a grass-fed source that meets a New Zealand Grass-Fed Administrative Standard for meat or dairy.
Once approved, you’ll be able to display the applicable Grass-Fed logo on your packaging and marketing materials to reinforce your product’s authenticity and origin.
There are two logo options, based on associated product thresholds:
Grass-Fed FernMark Standard Logo
For products where ≥85% of the final product (by weight) is made from New Zealand Grass-Fed dairy or red meat ingredients.
Example: A block of cheese made from Grass-Fed New Zealand milk
Grass-Fed FernMark Ingredient Logo
For products where ≥ 30% of the final product (by weight) is made from a New Zealand Grass-Fed dairy or red meat ingredient, which must be identified.
Example: protein powder made with Grass-Fed whey protein as an identified ingredient or petfood made with Grass-Fed beef as an identified ingredient.
EXTEND YOUR GRASS-FED ADVANTAGE ACROSS THE VALUE CHAIN
Your Grass-Fed credibility doesn’t stop at your own products. Versions of the Grass-Fed logos can be sub-licensed to your ingredients customers, provided their products meet the eligibility criteria. This means your Grass-Fed status can flow through to finished goods and even your customer’s brand – amplifying trust and premium positioning all the way to the consumer.
Grass-Fed Standard Logo (non-FernMark)
For products where ≥85% of the final product (by weight) is made from New Zealand Grass-Fed dairy or red meat ingredients.
Grass-Fed Ingredient Logo (non-FernMark)
For products where ≥ 30% of the final product (by weight) is made from a New Zealand Grass-Fed dairy or red meat ingredient, which must be identified.
GRASS-FED FAQs
- Helps buyers and consumers identify products connected to New Zealand's Grass-Fed Scheme
- Communicates New Zealand Grass-Fed provenance and pasture-based farming
- Provides a clearer way to tell your New Zealand Grass-Fed story
- Helps differentiate in competitive global markets
If you want to support those claims with the Grass-Fed logo, you also need to satisfy the Grass-Fed FernMark eligibility criteria and product thresholds.