The dedicated retailers are designated based on their shared values with the ‘Made with Care’ campaign of bringing safe, tasty, premium quality, nutritious and ethical products to consumers. 

Through the ‘Made with Care’ global campaign, NZTE - the government's international business development agency that supports exporters to grow a productive, sustainable and inclusive economy - aims to expand the brand value of New Zealand’s outstanding, great-tasting and nutritious F&B products. New Zealand producers share a special connection to the land and sea, and it is a relationship founded on care, respect and an understanding that when nature thrives, people thrive. 

‘Made With Care’ highlights five paramount attributes infused in New Zealand’s commitment to its F&B products: Safe, Tasty, Premium quality, Nutritious and Ethical.

● Premium quality: As an island nation with stringent biosecurity controls, New Zealand’s orchards and farms are a top source for spray-free produce. In 2016, a New Zealand company designed a packing system that packs apples at twice the speed of a human (120 apples per minute), ensuring the produce is fresh and in the best condition possible when it reaches the consumer.

● Tasty: Delicious, world-class food and drink bursting with incredible flavor thanks to the special relationship the New Zealand producers have with the natural world. New Zealand food and drink is consistently award-winning, from grass-fed Wagyu beef and sweet, juicy apples, through to premium spirits and distinctive wines.

● Safe: A rigorous food safety system overseen by the New Zealand Government ensures food is safe to eat and risks are quickly identified and managed. For instance, a New Zealand dairy company was the first in the world to be able to electronically trace its products anywhere on earth within minutes.

● Nutritious: With new growing techniques, and varieties and cultivars of fruit and vegetables, a highlight New Zealand introduced to the world is its first snack-sized apple with 65 percent more potassium, 19 percent more energy and 10 percent more fiber than the average apple.

● Ethical: Sustainability is at the heart of New Zealand’s food and beverage industry. New Zealand’s farmers are dedicated to making their farms more environmentally and socially sustainable. The drive to reduce the impact on natural resources by embracing technology and innovation has also led to greater productivity and eco-efficiency gains.

The above attributes are particularly well-aligned with the selected five retailers: AEON being highly focused on premium quality of its products, Winmart sharing an aspiration to bring tasty and safe foods to its customers, BRG sharing the nutritional value of each of its product selections and Lotte ensuring tasty and delicious products to its consumers.  

NZTE’s Trade Commissioner and Consul-General to Vietnam, Joe Nelson, said: “As part of our ongoing commitment to the local Vietnamese market, we are delighted to have the support of these premium retailers to bring New Zealand F&B products to Vietnamese consumers. Through this collaboration, we want to continue to raise awareness of the goodness of NZ F&B and fulfill the desires of Vietnamese consumers as they look to consume premium quality, safe, tasty, nutritious and ethical products from established brands.” 

“New Zealand is proud to have become a trusted partner for Vietnam across a wide range of sectors where our country excels – in particular food and beverage. I love hearing stories of Vietnamese enjoying New Zealand’s world-famous dairy products, and increasingly our wine, fruit, and even lamb”, said New Zealand Ambassador to Vietnam Tredene Dobson. 

Two-way merchandise trade in 2021 topped US$1.56 billion, an increase of 14%, and by December 2021 Vietnam was New Zealand’s 15th largest trading partner. New Zealand and Vietnam aspire to reach US$2 billion in two-way trade by 2024.  “We are well on track to achieving this target,” said the Ambassador.

The 14 New Zealand F&B companies taking part in the Made with Care campaign this year in Vietnam include: Bostock Group, Ecostore, First Fresh, Fonterra, Freshco, Freshmax, Golden Bay Fruit, Heartland Fruit, Picot Productions, Rockit Global, Scales Corporation, T&G Global, Westland, and Zespri. 

Below are the launch dates & locations of the ‘Made with Care’ retail campaigns in selected retailers:

About “Made with Care” campaign:

New Zealanders live with an appreciation for nature and follow the belief that "when nature is rich, people are rich". The lush green pastures, fertile soil, clear waters, and seemingly endless coastline produce delicious and nutritious foods that are truly a gift from nature, delivering safe and tasty food to tables around the world.

Through the ‘Made with Care’ global campaign, NZTE aims to expand the brand value of New Zealand products at a time when exporters are not able to be in-market. Starting in October 2020, a number of campaigns have been launched in major export markets. In Vietnam, the series of ‘Made with Care’ retail activations are opportunities for consumers to learn more about the benefits and strengths of New Zealand products.

To find out more about NZ Food & Beverage, please visit: 

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Instagram: https://www.instagram.com/discovernew.nz/ (ENG) / @discovernew.nz 

Doan Phong