Shandong, NZTE sign FernMark arrangement to promote trusted NZ products

Summary

The Shandong Provincial Department of Commerce and New Zealand Trade and Enterprise (NZTE) signed a Joint Working Arrangement on Promoting the FernMark Programme in Qingdao on 4 September 2026, at the New Zealand-China Business Exchange: Qingdao Advanced Session. Under the arrangement, the two sides will work together to promote trusted New Zealand products, run FernMark promotion and education activities, strengthen cooperation between retailers and importers, and advance promotion and knowledge sharing. The aim is to lift understanding in the Shandong market of the origin, authenticity and quality value of New Zealand products, and to encourage New Zealand exporters to expand exchanges and cooperation with Shandong retailers, importers, distributors and e-commerce platforms.

The Shandong Provincial Department of Commerce recognises the FernMark as New Zealand's official country-of-origin credibility mark and supports raising awareness and understanding of the programme across the province. The event, an upgraded version of NZTE's Qingdao business exchange held last year, brought together New Zealand Ambassador to China Qiao Wenbo, NZTE trade consul Steve Jones, representatives of the Shandong Provincial Department of Commerce and companies from the foreign trade, retail and food service sectors. Ten New Zealand companies took part, with discussions covering consumer trends, market opportunities and prospects for cooperation.

Commentary

The FernMark promotion arrangement signed by the Shandong Provincial Department of Commerce and NZTE is a substantive step towards building trust for New Zealand products in northern China. Shandong is among China's top three provinces by GDP, and Qingdao port is a key gateway for New Zealand dairy, meat and seafood exports into north China. For many small and medium-sized New Zealand exporters, however, limited brand recognition and fragmented channels remain the main obstacles.

The FernMark is New Zealand's official country-of-origin credibility mark, used by more than 200 New Zealand companies, but awareness among Chinese consumers remains limited. Official endorsement from Shandong helps lower the cost of market education. The involvement of the Shandong Department of Commerce means local retailers, importers and e-commerce platforms will be encouraged to connect with New Zealand exporters, giving SMEs a low-cost route into the Shandong market, particularly in higher-spending cities such as Qingdao and Jinan.

Large players such as Fonterra and Zespri have already built brands in China, while smaller brands have long faced product-authenticity confusion and price competition; wider use of the FernMark may help them build differentiated trust. SMEs should nonetheless assess the opportunity soberly: Shandong has a well-developed local food industry and is highly price-sensitive, and the FernMark cannot substitute for deep channel development and localised marketing. The joint working arrangement remains a framework, with actual purchasing and distribution still up to individual companies.

As a designated port for imported meat and fruit, Qingdao offers cold-chain logistics advantages. New Zealand SMEs could consider setting up regional warehousing or showrooms there, and combine that with FernMark promotion to reach markets across north and northeast China. If implemented well, the arrangement would open an officially endorsed northern gateway for small and medium-sized New Zealand food exporters, though the resources behind it have yet to be tested in the near term.

Keywords: Shandong, New Zealand, FernMark, trade cooperation, New Zealand Trade and Enterprise, Shandong Provincial Department of Commerce, Qingdao, country-of-origin credibility mark, business exchange

Source: Global Times