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 logos helps exporters:
Build trust with international buyers and consumers.
Signal premium product quality and ethical farming.
Align with New Zealand’s reputation for safety, sustainability, and integrity.
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
- Builds trust with buyers and consumers
- Signals premium provenance and animal welfare
- Aligns with New Zealand’s reputation for quality and sustainability
- 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.