In the crowded global market of tea, the location of where a product is grown and processed is very important. As New Zealand’s only commercial tea estate, Zealong has a distinct advantage. But Sen Kong, Marketing Manager of Zealong, says it’s really important to make sure you explain why coming from New Zealand is a benefit.
“Our country of origin is what sets us apart offshore. Other countries have to deal with land degradation, heavy commercialisation and pollution, but we don’t. So our marketing focuses on what it means to be New Zealand made.
“The environment that we have is remarkable. We’ve got fertile soils, clean air, fresh waters and all of that is reflected in the plants we grow.
“It’s easy to say that New Zealand’s pristine environment is the reason we produce premium tea. But it’s more complicated than that. We take the ancient traditions of tea processing and partner this with Zealong's knowledge.
“It’s important our customers understand Zealong is a quality product because of the environment we grow our tea in and the ways we expertly process it,”says Kong.
Building a premium brand
Zealong competes against the global heavy-weights of the tea industry and has focused on producing a premium, quality product that appeals to consumers around the world. Kong says from the beginning Zealong focussed on growing credibility in the market and teaching customers about Zealong.
“In the beginning we had to prove ourselves. Now we’re at a point where our biggest buyers trust the Zealong brand. They associate it with quality produce and premium products.
“Creating a premium brand is about more than just quality. It’s about the story you tell. We talk to customers about our heritage, the pristine environment in which we grow our tea, our integrity and the expertise behind our processing. By telling this well-rounded story we prove our product is premium,” says Kong.
Using the FernMark
Zealong was one of the first businesses to apply and receive a FernMark Programme Licence. The FernMark will be printed on all of Zealong’s packaging, giving customers the ability to trace Zealong tea back to New Zealand.
“We applied for the FernMark because we wanted a symbol that represents what it means to be New Zealand made.
“Using the FernMark is another way we can build credibility and position Zealong as premium tea. I believe the fern in general has instant recognition to New Zealand. But the FernMark is more of a government approval and that’s useful for us, particularly when exporting in Asia.”says Kong.
