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A Way Forward For 'Buy NZ Made' - Norsewear

A Way Forward For 'Buy NZ Made' - Norsewear

The Government is being urged by Norsewear CEO Robert Linterman to consider developing a new and separate brand to promote New Zealand services and goods manufactured off-shore in order to protect the integrity of the 'Buy New Zealand Made' campaign.

"Strong opposition from domestic and international consumers, manufacturers, unions, and political parties from across the spectrum this week demonstrates that the Government must shelve its plans to include goods manufactured off-shore under the 'Buy New Zealand Made' or 'Buy Kiwi Made' brand," says Mr Linterman.

"A way forward would be to create a new, separate and distinct brand to cover New Zealand services and New Zealand goods manufactured overseas. This separate brand would allow New Zealand service companies and off-shore manufacturers to promote their unique 'New Zealand-ness' without comprising the 'Buy New Zealand Made' brand in the process. I understand this 'second brand' approach is being considered in Australia and Ireland which both run similar campaigns. It certainly seems to make sense," he says.

"Having off-shore producers covered by a new separate brand would help protect the simplicity and strength of the 'Buy New Zealand Made' brand. 'Buy New Zealand Made' will then be able to do what it has always been intended to do - guide consumers only to products made in New Zealand using New Zealand raw materials," says Mr Linterman.

"Norsewear believes that 'Buy New Zealand Made' is a big point of difference for domestic and international consumers and the brand message needs to remain clear and unambiguous. When people choose to 'Buy New Zealand Made' we cannot have them finding a 'Made in China' label inside. That would wreck a brand that has been going for over a quarter of a century," he says.

"At the end of the day, it is really very simple. Everyone will be better served if New Zealand services and New Zealand products made off-shore have a distinctive brand all their own. That brand will let them promote their New Zealand flavour without undermining the 'Buy New Zealand Made' campaign. The 'Buy New Zealand Made' brand should be reserved for products which are true to country and proudly New Zealand made," says Mr Linterman.


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