Brand NZ: Protecting Integrity with Strong GE Regulations
New Zealand’s reputation on the global stage is built on its landscapes, commitment to sustainability, and high-quality products. The global perception of "Brand New Zealand" is closely linked with its image of purity, environmental stewardship, and cultural integrity. In 2022 this global image was valued at around 440 billion NZD, more than the country’s current GDP (last valued in March by Stats NZ at 410 Billion) —a testament to the brand’s economic significance.
Brand NZ: A Legacy of Integrity, Nature, and Tikanga
For over 30 years, New Zealand has marketed itself with three powerful words: integrity, nature, and tikanga, as highlighted by New Zealand Trade and Enterprise (NZTE).
Remember 100% Pure New Zealand?
These values are more than just slogans — they reflect the principles that have shaped Brand NZ and set us apart from other nations. Integrity speaks to New Zealand’s global reputation for transparency, high standards, and reliability in business and governance. Nature underscores the country’s dedication to preserving our extraordinary landscapes and natural resources. Tikanga, a Māori term for customs and traditions, signifies the respect for the Indigenous culture and values woven into our nation's identity.
These values have been at the heart of New Zealand’s global brand, helping to establish the country as a leader in clean, green, and sustainable practices. For decades, consumers worldwide have associated New Zealand with products that are pure, natural, and environmentally friendly; a perception that is now more valuable than ever in a world increasingly concerned with sustainability.
“In 2022 ‘Brand NZ’ was valued at around 440 billion NZD, more than the country’s current GDP.”
The Role of Tikanga and Treaty Obligations
The proposed changes to genetic engineering (GE) regulations threaten Tikanga; a principle central to iwi, New Zealand as a culture and how we have marketed ourselves to the world. Tikanga, representing Māori customs and values, is integral to the ethical foundation of New Zealand’s governance and business practices. Any decision to alter GE regulations without proper engagement with Treaty partners would violate the spirit of Te Tiriti o Waitangi and undermine New Zealand’s commitment to respecting Māori rights and values. This could lead to growing global awareness of New Zealand’s failure to uphold its Treaty obligations, damaging its reputation as a country that values good governance and ethical practices.
It is crucial to recognise that New Zealand’s free trade agreements since 2001, including the NZ-EU Free Trade Agreement, specifically preserve the unique status of Te Tiriti o Waitangi and acknowledge the importance of Tikanga. By disregarding these obligations in the context of GE regulations, New Zealand risks alienating not only its Treaty partners - but also its international trading partners who value the country’s commitment to integrity and ethical standards.
Organic & GE-Free Status: A Vital Point of Difference
One of the most distinctive and potent aspects of Brand NZ is its status as one of only two countries in the world with total GE-free agricultural products. This GE-free status is not merely a technicality. It is – or should be - a cornerstone of New Zealand’s brand identity, providing a clear point of difference in a global market where increasingly consumers prefer natural, non-GMO and organic products, and have expectations of transparent and sustainable supply chains.
In recent years, organics has been one of the few industries in New Zealand that has shown reliable growth, further underscoring the demand for GE-free and organic products. New Zealand’s GE-free status ensures that its agricultural products are perceived as safer, more natural, and of higher quality—a perception that allows the country to command premium prices in international markets.
The global market for non-GE products is experiencing significant growth, with estimates ranging from 492 billion to 1.2 trillion NZD in 2023 alone, and this trend is forecasted to continue rising. This expanding market presents an opportunity for New Zealand’s agricultural sector. In line with this growing demand, BioGro has found that U.S. importers are increasingly requiring non-GMO certification when placing orders from New Zealand producers. However, under the proposed changes to New Zealand’s GE regulations, these certifications could become impossible to obtain, at least without prohibitively expensive lab testing,
The new regulations would consider gene editing—the use of new breeding techniques (NBTs) equivalent to natural crossbreeding, which would mean the exporters would be unable to produce the certification that is now becoming more regularly demanded. Without these certificates, our exporters would face limitations as to who they could export to – losing out on money and opportunities.
The Danger of Changing GE Regulations
Given the importance of GE-free status to Brand NZ; it would be a mistake to change the agricultural biotechnology regulations. Such a move would not only risk diluting the country’s hard-earned reputation for purity and sustainability but could also lead to a loss of trust among global consumers. For over three decades, New Zealand has built its brand on the promise of natural integrity. Any shift away from this promise could undermine the very foundation of Brand NZ, potentially eroding its market position and economic value.
The proposed changes to these regulations, which would equate gene editing with natural crossbreeding, could have far-reaching consequences. NBTs, such as CRISPR/Cas, allow precise modifications to be made to an organism’s DNA, creating new plant varieties with targeted traits in a single generation—something that traditional plant or animal crossbreeding, which relies on natural selection over multiple generations, cannot achieve. Although NBTs offer efficiency and precision, they fundamentally alter the organism’s genetic makeup in ways that would not occur naturally.
The idea that NBTs are equivalent to natural crossbreeding has been challenged by a study published in May 2024 in Nature Genetics. According to the study, the use of CRISPR/Cas causes unintended genetic changes, that are different to random mutations. Major structural changes in chromosomes occur much more frequently in the genomic regions targeted by genetic engineering than would have happened naturally.
“For over three decades, New Zealand has built its brand on the promise of natural integrity. Any shift away from this promise could undermine the very foundation of Brand NZ, potentially eroding its market position and economic value.”
Maintaining strict agricultural GE regulations is not just about adhering to a standard - it is about preserving the essence of what makes Brand NZ so valuable. Any relaxation could compromise the brand's perception and weaken its competitive advantage in a global market where authenticity and natural purity are increasingly prized.
Brand New Zealand is a powerful global asset, deeply rooted in values of integrity, nature, and tikanga. For over 30 years, New Zealand has marketed itself as a leader in natural, sustainable practices, and its GE-free status has become a vital part of our identity. As the world becomes more conscious of environmental and health issues, New Zealand’s commitment to strong GE regulations is not just wise—it is essential.
The proposed changes would undermine the integrity of organic and non-GMO certification and could disqualify New Zealand producers from accessing lucrative markets.
For instance, U.S. importers, who are increasingly demanding non-GMO certification, may no longer be able to source products from New Zealand that meet their criteria if gene-edited crops are considered non-GMO under the new regulations. This shift would not only jeopardise New Zealand’s competitive advantage in the global non-GMO market but could also erode the country’s hard-earned reputation for producing natural, pure agricultural products.
The continued growth of the organic industry in New Zealand – with very little support from the government – the multi-billion-dollar global non-GMO market and the increasing demand for non-GMO certification highlights the importance of maintaining clear and stringent agricultural GE regulations.
Loosening these regulations not only threatens New Zealand’s unique position in this market: risking both its global reputation and economic success. It also undermines the foundational principles of Tikanga and the country’s obligations under Te Tiriti o Waitangi.
By preserving strict GE regulations and upholding its commitment to Tikanga, New Zealand can continue to move forward and onto the global stage as a leader in natural and sustainable agriculture, ensuring that Brand NZ remains synonymous with quality, trust, and cultural integrity for generations to come.
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