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

Summary in Chinese | 摘要

2026年9月4日，“新西兰-中国商务交流会·青岛进阶站”在青岛举办，山东省商务厅与新西兰贸易发展局（NZTE）正式签署《关于推广银蕨标志计划的联合工作安排》。根据安排，双方将围绕推广可信赖新西兰产品、开展银蕨标志（FernMark）宣传与教育、加强零售商和进口商合作、推进宣传推广与知识共享等开展合作，提升山东市场对新西兰产品来源、真实性和品质价值的了解，并鼓励新西兰出口商与山东零售商、进口商、分销商、电商平台等商业伙伴拓展交流合作。山东省商务厅认可银蕨标志为新西兰官方原产地信誉标识，并支持在山东省范围内提升对该计划的认知与理解。

同期活动作为去年新西兰贸发局青岛商务交流活动的升级版，邀请新西兰驻华大使乔文博、新西兰贸易发展局商务领事钟世文（Steve Jones）、山东省商务厅代表及外贸、零售、餐饮等行业企业代表参加，现场汇聚10家新西兰企业，共同探讨消费趋势、市场机遇和合作前景。

Commentary in Chinese | 评论

山东省商务厅与新西兰贸易发展局签署银蕨标志推广合作，标志着新西兰产品在中国北方市场的信任建设迈出实质一步。山东作为中国GDP前三的省份，青岛港是新西兰乳制品、肉类、海鲜等农产品进入华北的重要口岸，但对许多新西兰中小企业而言，品牌认知度不足和渠道分散仍是主要障碍。银蕨标志是新西兰官方原产地信誉标识，目前已有超过200家新西兰企业使用，但在中国消费者中认知度仍有限，此次官方背书有助于降低市场教育成本。

从积极面看，山东商务厅的参与意味着本地零售商、进口商和电商平台将被鼓励对接新西兰出口商，中小企业可借此低成本切入山东市场，尤其是青岛、济南等消费能力较强的城市。恒天然、佳沛等大型企业已在中国建立品牌，而中小品牌长期面临真伪混同和价格竞争，银蕨标志的推广或能帮助它们建立差异化信任。然而，中小企业也需理性评估：山东本地食品工业发达，价格敏感度高，银蕨标志本身不能替代渠道深耕和本地化营销；且联合工作安排尚属框架层面，实际采购和分销仍需企业自行推动。

青岛作为进口肉类和水果指定口岸，具备冷链物流优势，新西兰中小企业可考虑在此设立区域仓储或展示中心，结合银蕨标志进行联合推广，从而辐射华北和东北市场。这一合作若执行到位，将为新西兰中小食品企业打开一个官方背书的北方门户，但短期仍需观察具体落地资源。

关键词: 山东, 新西兰, 银蕨标志, 经贸合作, 新西兰贸易发展局, 山东省商务厅, 青岛, FernMark, 原产地信誉标识, 商务交流会

Source: Global Times