Canadian consumers have responded to trade developments under the Trump administration by boycotting US products, a move that has unexpectedly implicated New Zealand apple exports through market channels. Among these, T&G Global's Envy and Jazz apples, packaged for the Canadian market, were labeled as 'product of USA' and are not exempt from consumer aversion.
Shane Kingston, T&G's chief operating officer for the apples sector, remarked on the varied geographical origin of these brands, which span over 11 countries across different hemispheres. "This also diversifies our geographical spread, and ensures varieties are grown in the right regions and close to markets," Kingston noted, stating that sales remained within projected figures.
Kingston elaborated on T&G's apple sourcing, specifying that approximately 31 per cent originates from Aotearoa New Zealand, 37 per cent from the Americas, 23 per cent from Europe and the UK, with the remaining 9 per cent sourced from other markets.
Despite their southern hemisphere and Washington State origins, the Envy and Jazz apples are designed in New Zealand, qualifying them for the New Zealand Inc trademark. David Downs, FernMark brand manager, emphasized that New Zealand branding was underutilized in this instance, asserting its potential to highlight the connection to New Zealand's intellectual genesis.
Downs reflected on the volatile nature of consumer sentiment amid North America's trade dynamics. He said, "Someone in Canada suddenly being suspicious of not wanting to buy products from the United States or from another country, because of their perceived activities." The New Zealand brand, valued at over US$290 billion, offers licensees a cost-effective way to associate their products with New Zealand's brand recognition.
Approximately 600 companies employ the FernMark symbol across two billion products worldwide, with food items being significant users. Downs mentioned that recognition of the FernMark is growing, with 46 per cent of international consumers acknowledging it and 44 per cent likely to purchase products bearing the mark. He stated, "In this disrupted world, reputation is what matters. We must protect our reputation."
Source: RNZ