How New Zealand’s FernMark licence is helping Kiwi businesses to build brands and fight counterfeiters

In the latest issue of World Trademark Review, we explore how the FernMark collective mark licensing programme is helping New Zealand businesses (like start-up tea producer Zealong) to expand and protect their brands overseas. Selling tea to China – which alone produces one-third of the world’s supply – may sound like a Sisyphean task, but it is one that New Zealand start-up Zealong has taken up with aplomb.