Felton is a household name having installed over 1.6 million shower heads alone since Kiwis swapped out the baths for showers en masse in the 70s. 


News & Events

06 May 2020
Survey gives heart to Kiwi business
The latest research is great news for Kiwi business, says Buy NZ Made.
25 Oct 2019
Record Number Seek NZ Made Status
A business applies every 48 hours. Radio New Zealand, Newshub and NewstalkZB's Early Morning Show this morning picked up on our announcement yesterday...
08 Oct 2019
Episode 25 Released Of The Provenance Marketing Show
The Provenance Marketing Show is the easiest way for businesses to get their products featured. Simply send them in and we'll do the rest.
17 Oct 2019
The Kiwi Branding Edge book launch
The Kiwi Branding Edge book explores how New Zealand businesses are creating an edge with the Kiwi trademark. This practical guide shows the...
09 Sep 2019
The NZ Made Imprint Tag
Less Is More. The NZ Made Imprint Tag.
16 Aug 2019
'Business Booming for Buy New Zealand Made'
'Business Booming for Buy New Zealand Made' - Duncan Garner AM Show Here's the TV3 media slot on the AM Show broadcast across New Zealand at 8:55am...
12 Aug 2019
Official NZ Made Day Announced - 21st November 2019
The Official New Zealand Made Day is confirmed as Thursday 21st November this year.
29 Jul 2019
Buy NZ Made strengthens online trademark
New Zealand’s iconic Buy New Zealand Made trademark is now available as a website widget, bringing an array of benefits to online retailers.
30 Jul 2019
Website Widget Adds Licence No. To Logo
We've changed the way the New Zealand Made logo is displayed on the websites of businesses who hold a New Zealand Made licence.
26 Apr 2019
Releasing a Kiwi Hologram label
We’ve released the Kiwi trademark in a hologram label for New Zealand Made products. The hologram label evolves the iconic Kiwi trademark by adding a...
13 Mar 2019
Four Verifiable New Zealand Made Fashion Designers
Provenance Marketing in fashion helps consumers choose. While not all New Zealand fashion designers and makers label their products as New Zealand...
06 Mar 2019
Performance Marketing
Every website needs a good Easter egg. In our website is Chapter Six - Performance Marketing from the book 100% Kiwi Business.
05 Mar 2019
Filming for the 2019 ‘Making It New Zealand’ Series has begun
Filming for the 2019 ‘Making It New Zealand’ Series has begun again with the first filming taking place in Christchurch in February. This month we’re...
26 Nov 2018
Kiwi Trademark Quick Start Guide for Marketers
The New Zealand Kiwi trademark is a label, a sticker, a logo and a brand. New Zealand Made says something about the product or service it is added...
15 Feb 2019
NZ Herald article: NZ Made rolls out 'New Zealand Grown' labels
"New Zealand Grown" labels which indicate produce and meats are grown locally will in the next few months be rolled out on product on supermarket...
18 Feb 2019
Could NZ Tourists Supercharge Export Growth?
Reaching an export market is closer to home than many New Zealand food and beverage producers might imagine. While businesses invest significant...
12 Feb 2019
Provenance Marketing (and why the word ‘made’ matters)
For the last three decades, the Kiwi trademark has been applied to products made here by New Zealand businesses. Iconic Kiwi brands are made over time...
21 Nov 2018
Cannabis buyers get option to 'buy New Zealand-made'
The Buy New Zealand Made Campaign has licensed the first medicinal cannabis manufacturer to use the New Zealand Grown logo. Auckland-based Helius...
19 Nov 2018
Iconic Buy NZ Made celebrates 30th birthday
The Buy New Zealand Made Campaign is turning 30 and celebrating with events around the country to showcase member companies and the iconic kiwi...
17 Sep 2018
Making It New Zealand from Invercargill
Invercargill is in the midst of a southern renaissance as large future investments promise a further runway of growth. The upgraded airport is the...

Could NZ Tourists Supercharge Export Growth?

18 Feb 2019

Reaching an export market is closer to home than many New Zealand food and beverage producers might imagine. While businesses invest significant amounts of time and resources to directly grow our market share abroad, could another way to access those lucrative export markets be to double down our efforts to introduce food and beverage products to tourists in New Zealand?

Tourists are looking for your produce back home

A recent industry insights report suggests there is compelling evidence for this:

“60% of international travellers will seek out products from the country they visited when they return home.”

New Zealand’s ‘Brand Runners’

Let’s call these New Zealand tourists ‘brand runners’. They explore far beyond their own borders and on return to their home country, begin to integrate these new experiences into their life. How many ‘brand runners’ might there be that New Zealand’s food and beverage producers might be able to target?

If you’re exporting to China there were 343,648 potential brand runners that visited in 2018. There were 229,000 potential brand runners who returned to the US at the end of the New Zealand travels and there were 103,000 Brits who might be able to return with a new found desire to find your protect on the shelves of UK supermarkets and specialty stores.

If 60% of New Zealand tourists could help run your brand back to their home country, how many might you be able to introduce to your product in their three to four week stay here?

Provenance Marketing Recommendation

Food and beverage producers should have a provenance marketing strategy that starts on the shelves and menus of New Zealand’s supermarkets, specialty stores, restaurants and cafes. Those provenance marketing activities should include:

  • Label your products as New Zealand Made even if they’re destined for a domestic market only. The New Zealand Made Kiwi trademark is already recognised by 87% of Kiwis and tourists value authenticity highest in their experience of food.
  • Adopt the same New Zealand Made logo for products destined for export markets. Keep the consistency between markets to ensure no confusion once brand runners return home.
  • Ensure your produce is available at New Zealand supermarkets near the highest volume tourist activity. Prioritise getting shelf space at Fresh Choice Supermarket Queenstown, Raeward Fresh and Pak N Save Queenstown for example.
  • Ensure your produce and beverages are on the menus of restaurants and cafes in the tourist hotspots around New Zealand.


Of course it’s not just tourists that will see where your product is made. There are 4.93 million Kiwis to introduce to what your growing and making here.

Chinese ‘brand runners’ love what we grow

While us Kiwis get to take much of our natural environment for granted, including what we grow, Chinese ‘brand runners’ are specifically seeking out organic or naturally grown ingredients. In restaurants for example, the items in the recipes may be as important as the menu.


Kiwi Red & Blue Tastes Better in China

For produce labelling, the classic red and blue New Zealand Made Kiwi trademark does particularly well thanks to the colour semiotics. Red symbolises luck, happiness and joy in Chinese Culture. Blue symbolises immortality and advancement.


Buy New Zealand Made sees a preference by New Zealand food producers for the red and blue Kiwi trademark ahead of the contemporary black and white logo for use on products destined for China. More on colour semiotics.

Some numbers worth remembering

43% of total exports are in food and beverage. $29 bn pa.

Tourism is worth $13.8bn.

New Zealand’s population is 4.93 million.

The combined tourism and food and beverage exports delivered 62% of New Zealand’s export earnings in 2017.

New Zealand’s food and beverage experience currently ranks second lowest amongst all categories covered by visitor satisfaction surveys.


Provenance Marketing Pays A Premium

Making a little more than market rate is possible for New Zealand food and beverage producers. These numbers were highlighted last year by Katherine Rich, CEO Food & Grocery Council.

“They highlight that authentic and natural products built on a strong ‘Brand NZ’ are attracting significant price premiums over the average world price in nearly all the growth categories. For example, honey achieves 707% over the world price, fluid milk/cream 145%, fresh cheese 139%, innovative foods 130%, retail infant formula 126%.” Katherine Rich, CEO Food & Grocery Council.

Read full article.

Summary Questions

  1. What could you do to introduce your produce to New Zealand’s tourists in 2019?
  2. What products are New Zealand tourists most likely to buy both here and in the export markets you wish to grow?
  3. What are your provenance marketing gaps on products, in the retail environment and online?

Most New Zealand food and beverage producers qualify for the $250+gst per annum licence to use the Kiwi trademark on their products.

Find out if your business qualifies here

Apply for a licence to use the New Zealand Made Kiwi Trademark.

Read the next story Provenance Marketing and why the word ‘made’ matters.



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