12 June 2026
New brand packs higher-value future for New Zealand pine
The launch of a new NZ Pine brand gives New Zealand’s forestry sector a stronger platform to promote the quality, performance and responsible production of radiata pine in global markets, the New Zealand Forest Owners Association says.
New Zealand Forest Owners Association chief executive Dr Elizabeth Heeg says the brand will help build recognition of New Zealand wood across global export markets.
“NZ Pine gives growers, processors and exporters a shared platform to tell the story of versatile, reliable and sustainably grown New Zealand radiata pine in international markets.
A stronger national identity can help customers understand where our wood comes from, how it performs and the responsible forestry practices behind it.”
Dr Heeg says the brand’s credibility will be boosted by a government-backed standard, overseen by the Ministry for Primary Industries, setting out evidence behind its product and sustainability claims.
“International customers are asking more detailed questions about the products they buy and the supply chains behind them. A clear standard will give customers confidence in the NZ Pine brand.”
New Zealand’s plantation forests also provide a renewable, year-round wood supply, with many forests independently certified under internationally recognised sustainability programmes, Dr Heeg says.
“New Zealand pine comes from forests planted and managed to produce a renewable material.
Our expertise and research base give us a highly regarded export product. The brand gives the sector a better way to promote those strengths to the world.”
Dr Heeg says the brand launch complements the Government’s recent investment in new wood-processing technology.
The Government is investing $3.2 million over three years in an $8 million project with VoMo Limited, a Red Stag Investments company, to assess the feasibility of producing prefabricated, fully fitted mass timber modules.
“The NZ Pine brand will help us promote New Zealand wood more effectively overseas, while investment in new technology can expand the ways we use and process it here.
New technology and better processing can help New Zealand use more of what we grow, reduce waste and build higher-value supply chains around a renewable resource.”
Dr Heeg says both announcements reflect the scale of the opportunity available from New Zealand’s renewable plantation forests.
“A stronger international identity and continued investment in new products can help New Zealand earn more from the wood we grow.”
Media contact:
Liam Hansen
Email: This email address is being protected from spambots. You need JavaScript enabled to view it.
Mobile: 027 242 9494
