New Zealand Trade and Enterprise – Te Taurapa Tūhono (NZTE) launched the ‘Made with Care’ campaign on 12 October 2023 at Village Grocer, Tropicana Gardens Mall. The campaign was officiated by Mrs Suzy Fewtrell, New Zealand Trade Commissioner to Malaysia, in partnership with The Food Purveyor.
Through the ‘Made with Care’ global campaign, New Zealand Trade and Enterprise (NZTE) aims to expand the brand value of New Zealand products. Since October 2020, a number of campaigns have been launched in major export markets such as Australia, Japan, United Kingdom, United States of America, India, Mexico, United Arab Emirates, Singapore and now, Malaysia.
According to NZTE, New Zealand currently exports RM3.88b (NZD$1.39b) worth of goods to Malaysia annually, making Malaysia its 10th largest goods export partner (figures as of March 2023). In 2022, 84% of these export goods to Malaysia were food and beverage and of these, 58% were dairy products.
With F&B trends in Malaysia moving towards more health-conscious purchase decisions and with the significant rise in sustainability concerns from consumers in terms of packaging, use of pesticides and GMOS, the ‘Made With Care’ campaign is apt and timely to meet local consumer patterns and demands, and aims to further boost the export of New Zealand goods to Malaysia.
Values Truly Unique to New Zealand
The ‘Made with Care’ initiative is an embodiment of values truly unique to New Zealand. Originating from its Māori culture, these values are Kaitiakitanga (protecting and caring for people, place, and planet for future generations), Manaakitanga (caring for others and showing hospitality, kindness and respect) and ingenuity (challenging the status quo with original and bold solutions).
Suzy Fewtrell, New Zealand Trade Commissioner to Malaysia explained, “The New Zealand F&B industry is driven by sustainability, food safety and world-changing food innovation, which produces products that the world can trust for its authenticity, honesty and quality – attributes that we believe Malaysians will truly appreciate. The campaign reflects our ongoing commitment to “Kaitiakitanga” – our maori heritage – which is our deep connection to the land and sea. Caring for the people, place and planet, not just for now, but also for generations to come.”
The ‘Made with Care’ launch showcased some of New Zealand’s finest brands (Ceres Organics, Comvita, Cookie Time, Dairyworks, Griffin’s Nice & Natural, Manuka Health, Pure South, Villa Maria, Whittaker’s, Yealand’s and Zespri) that together offer a wide variety of products, ranging from fresh kiwifruits, premium manuka honey, organic apple cider vinegar, natural cheese and healthy snack bars to delicious chocolates, scrumptious cookies, grass-fed lamb and exquisite wines.
The Food Purveyor’s New Zealand Fair will run from 5th October to 12th November 2023 alongside the ‘Made with Care’ campaign in 34 outlets of Village Grocer and BIG stores nationwide, as well as their online Bites shop.
In addition, digital advertisements are also actively running throughout the campaign period across digital and social media platforms. This will run from 1st October 2023 till 30th November 2023 using the hashtags #NZMadeWithCare and #NZMadeWithCareMalaysia.
*Adapted from Press Release
