- Hon Todd McClay
A partnership between the Government and the forestry and wood processing sector will result in the new 'NZ Pine' brand, strengthening New Zealand's position as a premium, trusted supplier of wood products, Forestry Minister Todd McClay says.
"Global customers now expect more than quality timber - they want to understand where their products come from, and how they perform.
"New Zealand timber is traded from sustainably managed forests to global markets. Trust adds value, and NZ Pine will deliver it.
"Under the new brand, there will be a single, recognisable identity for New Zealand's purposefully grown radiata pine, which is a planted renewable resource, and suited to modern construction."
NZ Pine will represent wood from actively planted and managed forestry estate, preserving natural forests in New Zealand and around the globe.
"It turns our strengths in the sector into a clear competitive advantage, giving customers confidence in both the product and the practices behind it," Mr McClay says.
The brand will be underpinned by a government-backed administrative standard, overseen by the Ministry for Primary Industries, which will define the evidence required to substantiate its claims.
"This is a voluntary, industry-led framework to build trust - supporting stronger market recognition and higher returns as demand grows for transparent, environmentally responsible supply chains.
"NZ Pine will position New Zealand as a preferred partner, helping lift export earnings and capture more value for the forestry sector."
The brand will be co-developed with Government, with rollout planned for early 2027, in support of New Zealand's ambitious goal of doubling the value of exports in 10 years.
