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AsureQuality’s new Organics Plus programme helps brands tap into New Zealand’s organic story

in Assurance Marks
Author: Assurance Marks
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The global market for organic produce has been growing rapidly since the 1990s, thanks to increasing consumer awareness of health, environmental and sustainability issues. New Zealand’s organic sector has been expanding in line with global trends since that time and is now worth around $760 million. $560 million of this comprises of exports, with dairy ingredients, apples, kiwifruit and wine being the country’s top organic exports. New Zealand is the only country to export over half of our organic produce.

New Zealand producers are in a unique position to take advantage of this global trend, with the strong reputation of our agricultural sector, our clean, green image and our trusted certification programmes.

AsureQuality plays an important role in providing consumers with transparency and assurance about where their food comes from, what’s in it and the way it was produced. Being certified by AsureQuality to the Organic Standard provides assurance for customers that a producer has been independently verified and certified, helping New Zealand producers meet the growing international demand for organic products.

These days, however, in a highly competitive market, many producers are finding it's not enough to simply showcase their organic certification; they are also looking for new ways to forge a genuine connection with consumers. AsureQuality’s new Organics Plus Programme(external link) is designed to do just that, by enabling brands to highlight their commitment to the Certified Organic Standard while also showcasing their dedication to quality and sustainability through their own unique brand story.

In addition to organic certification, brands under the Organics Plus Programme benefit from their own exclusive product page on the Organics Plus platform, easily accessible via a dedicated link or QR code, which lists their endorsed claims, such as quality, sustainability, animal welfare, and biodiversity. In addition, they have access to co-marketing support packages designed in conjunction with AsureQuality to help them reach their target market with independent testimony of their brand and product credentials.

AsureQuality’s Assurance Marks Customer Lead, Laura Sharpin says that the new programme will help producers to take their organics story a step further.

“The increasing demand for produce that meets environmental, health and ethical standards is apparent from the global growth in the organics market. AsureQuality’s Organics Plus programme supports producers to tap into this trend, by supporting them to foster a stronger, more authentic connection with consumers.”

Bostock Organic Free Range Chicken(external link) is the first producer to join AsureQuality’s Organics Plus Programme. Marketing Manager, Lisa Byrt says " Bostock Brothers is excited to be the first to join AsureQuality’s Organics Plus Programme, which aligns perfectly with our commitment to transparency around animal welfare, quality and sustainability. This programme offers us a unique opportunity to showcase our dedication to New Zealand's rich organic heritage and connect deeply with conscious consumers. We’re looking forward to leveraging the resources AsureQuality offers, and taking a step beyond the traditional organic certification.”