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...

Provenance Marketing (and why the word ‘made’ matters)

12 Feb 2019

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 not overnight.

“Provenance marketing must take into account where a product is made, not just designed or assembled but actually where it is manufactured.” Ryan Jennings — Executive Director Buy New Zealand Made.

Educated consumers can discover where a product is made faster than ever. They don’t want to discover a product is made in one country if it is really only designed in one place and made in another. Imagine if Apple said their products were Made in U.S.A when they’re only designed in California. Designed in <insert country name here> does not have the same attaché as a business that designs and manufacturers their products from start to finish in a single country.

Designed in California and Made in China tells a different provenance story from Made in the U.S.A and that matters to consumers now more than ever. So what do other countries do?

Made in Australia
Australia wants consumers to know just how much of any given product is made in Australia. If it’s 100%, then you’ll see a ‘Product of Australia’. If the significant manufacturing process takes place all inside Australia, you’ll see the ‘Made in Australia’ logo, and if there’s some imported components or ingredients, you’ll see a Made in Australia from at least 70% Australian ingredients.

Made in Britain

In the United Kingdom, there is a ‘Made in Britain’ brand that helps Britain’s manufacturers sell more with a single marque. The benefits are simple. By getting a group of manufacturers to apply a collective ‘Made in Britain’ mark to goods, they’re making it clear to product buyers that these products are manufactured in Britain and to the very highest standards.

Made in New Zealand

In New Zealand, Kiwi manufacturers who make products here also want to tell their manufacturing origin story to buyers. The iconic New Zealand Made Kiwi trademark creates a market origin advantage for over 1,200 businesses and is growing fast. In the second half of 2018, another 90 businesses applied successfully to become an Official NZ Made Licence Holder. In January 2019 alone, 21 businesses became an Official NZ Made Licence Holder.

5 Provenance Marketing Questions to Ask

While there may be a number of logos, brandmarks and quality marks all vying for a place on your product, not all are created equally. Here are five questions to ask yourself before deciding on your provenance marketing strategy.

  1. Does the brand-mark explicitly say the word ‘Made’If it doesn’t, then what does the logo really mean?
  2. How established is the brand-mark within the markets you’re operating? If it’s not clearly recognisable, is there really a market origin advantage for you?

3. What trademark protection is offered by the logo? If there’s no trademark then you’re buying a licence for a logo without any protection.

4. Is the licensing organisation privately funded by the businesses it represents or publicly funded and / or regulated? If the licensing organisation is privately funded, your business needs are more likely to be aligned with that of the licensing organisation.

5. What provenance marketing capability does the organisation have to grow your business? Will you be able to access provenance marketing services or is it purely a licence to use a logo?

Find out if your business qualifies here

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



Forgot password?
Create an Account