Market Assurance: New Name, Broader Vision

New Zealand is renowned for its premium food products.  Pristine natural farming conditions paired with strict production regulations ensure that the freshness, flavour and quality of New Zealand products capture global market attention, particularly in regions concerned with product safety and quality.

According to a Kantar survey across five key international markets (China, Japan, Australia, the UK, and the USA), the top drivers for purchasing New Zealand food and beverage products include quality, value for money, brand trust, product safety, and growing / production methods. Consumers are increasingly pursuing products with trusted ingredients, effective supply chain management, and credible product claims - and they are prepared to pay a premium for these.

The AsureQuality Assurance Marks team has supported New Zealand producers and exporters for over a decade. Through this journey, we’ve learnt that consumers value AQ Assured products, not just for the trust that our Assurance Marks instil, but also for the authoritative AsureQuality endorsement behind them.

To better reflect the full value of our offering, we are excited to announce the rebranding of Assurance Marks to Market Assurance(external link)  –  helping New Zealand food producers connect with global consumers through tailored product claims and brand endorsement solutions, combining AsureQuality’s trusted endorsement with on-pack marks and co-marketing solutions. The Market Assurance team will continue to develop services such as the New Zealand Grass Fed Certification, the Organics Plus Programme, and verified attributes, along with tailored solutions addressing customer needs.

To further support our brand partners and understand the international market, the Market Assurance team will attend this year’s China International Import Expo (CIIE) in Shanghai this November. There,  we will support customers with co-marketing campaigns in the lead up to, and at the Expo. Our team will also feature in the New Zealand Pavilion,  further showcasing the premium profile of New Zealand products on the world stage. 

Reference to Kantar survey: https://my.nzte.govt.nz/article/20240220-discover-what-2500-consumers-think-of-nzs-premium-fb-products(external link)