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Buy New Zealand Made Campaign tightens up Kiwi trademark licensing

15 Sep 2017

A change in the rules governing the use of the Buy New Zealand Made trademark have been announced amid increasing awareness and demand for products carrying the brand domestically and in the international marketplace.

Companies must obtain a licence in order to use the Kiwi trademark. The process of doing so will provide clarity for those New Zealand businesses on exactly what they get as licensees of the campaign and confidence for those purchasing products or services from them that they are indeed buying New Zealand Made.

The stylised Kiwi trademark - synonymous with the Buy NZ Made Campaign - is only available to use by licensees of the organisation. The trademark signifies that a product or service is New Zealand Made according to the rules of the Fair Trading Act. As a registered trademark, it has a strict set of rules (Code of Practice) governing how it can be used. Products must be registered with BNZM and must meet the criteria in the Code of Practice in order to qualify to use the trademark.

In short, companies now have to be clear about what products they are using in conjunction the Kiwi trademark.

Established in 1988, this iconic trademark is used as a significant marketing tool for businesses. When products carry the registered Kiwi trademark customers can be confident that the country of origin is New Zealand. A large amount of New Zealand companies marketing their products both domestically and overseas have seen highly significant benefits from using the trademark, with many saying it has directly contributed to increased sales and credibility, particularly in the international marketplace.

"Our licensees are telling us that the brand makes a difference in the international marketplace," explained Trina Snow. "The campaign has evolved over the years from being a localised campaign to something that is used with success internationally. This is more apparent now and everyone would agree there is an ever increasing worldwide demand to know the Country of Origin of consumer products and food.

"While the message for sales within New Zealand is still about Kiwi pride, this is mainly because the quality of products we produce is extremely high and we should always continue to support local business. After all, we do have to believe in ourselves before we can expect others to do so. But internationally, these new rules governing use of the trademark are also a step forward and an important one at that.

"The latest changes show how progressive we are as an organisation, embracing world trade. Most companies in New Zealand need healthy world trade to survive and prosper.


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