NZ Pine Brand to Showcase New Zealand Timber on Global Stage

Forestry Minister Todd McClay announced that the initiative is being developed through a partnership between the Government and the forestry and wood processing sector.

New Zealand is preparing to launch a new national timber brand called NZ Pine, a move designed to strengthen the country's reputation as a reliable supplier of sustainably sourced wood products in international markets.

Forestry Minister Todd McClay announced that the initiative is being developed through a partnership between the Government and the forestry and wood processing sector. The brand is expected to provide a clear and consistent identity for New Zealand-grown radiata pine, helping overseas buyers better understand the origin and credentials of the timber they purchase.

A Unified Identity for New Zealand Timber

The NZ Pine brand will bring together wood products sourced from New Zealand's actively managed plantation forests under a single recognisable identity. Industry leaders believe this approach will make it easier for customers to identify products that come from responsibly grown forests and meet established standards.

As buyers increasingly seek information about how products are produced and where materials originate, the new branding is intended to provide additional assurance alongside the quality of the timber itself. The initiative highlights New Zealand's radiata pine resource, which is grown specifically for commercial use and is widely used in modern construction projects.

Backed by Standards and Transparency

A government-supported administrative standard will sit behind the NZ Pine brand. The Ministry for Primary Industries will oversee the framework, setting out the evidence required for businesses wishing to use the branding and the claims associated with it.

Officials say the system is designed to build confidence among international customers by offering clear proof of the practices behind New Zealand forestry products. Participation in the programme will be voluntary, with industry members leading its implementation while working alongside government agencies.

The forestry sector sees growing demand from markets that place greater value on transparency, environmental responsibility and traceable supply chains, making trusted certification and branding increasingly important.

Supporting Export Growth and Industry Value

The NZ Pine initiative forms part of wider efforts to increase the value of New Zealand exports over the coming decade. Industry representatives believe stronger branding can help create new opportunities in overseas markets and improve recognition of New Zealand wood products.

According to Mr McClay, the brand will reinforce the country's position as a preferred supplier while helping exporters capture more value from products produced in plantation forests. The programme also highlights the role of managed forestry in supplying renewable building materials while reducing pressure on natural forests both in New Zealand and internationally.

Development of the NZ Pine brand will continue over the coming months, with a full rollout planned for early 2027.