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

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.
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...
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...
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...
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...
12 Sep 2018
Regional eCommerce Growing Fastest.
31 May 2018
Buy NZ Campaign Gets New Executive Director
Experienced business, marketing and e-commerce specialist Ryan Jennings has joined the BusinessNZ team as Executive Director of the Buy New Zealand...
16 Mar 2018
Sign up now and go in the draw to get next year free
To celebrate 30 years, businesses who sign up for a licence between now and 22 June go in the draw to win one of five chances of having their next...
11 Dec 2017
Taranaki Engineering Company is NZ Ultimate Hero
Taranaki engineering specialist Carac Group has beaten hundreds of other New Zealand companies to secure the Buy NZ Made Ultimate Hero Award for 2017.
01 Nov 2017
Would NZ’s Ultimate Hero Step Forward…
November is the month the public get to vote for the first NZ Made Ultimate Hero from a pool of 12 exceptional companies who have been picked by the...
15 Sep 2017
Buy New Zealand Made Campaign tightens up Kiwi trademark licensing
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...
09 Feb 2017
‘Made in New Zealand’ – what does it mean for food and dietary supplement manufacturers?
Country of origin labelling can have a big effect on sales. For quality, prestige or loyalty reasons, consumers often consider country of origin when...
04 Oct 2016
You Could Be Heroes
A new initiative launched this week by the Buy New Zealand Made campaign is set to turn some of the nation's top NZ Made companies into heroes.

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.



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