July 4, 2025 — OTTAWA/WELLINGTON — A Canadian consumer backlash against U.S. products, driven by trade tensions under the Trump administration, has inadvertently affected New Zealand apple exports, with premium brands Envy and Jazz caught in the crossfire due to their U.S. labeling in the Canadian market.

Despite being designed and developed in New Zealand, some Envy and Jazz apples — produced by T&G Global — are packaged and distributed through U.S. channels, leading to them being labeled as “Product of USA.” This has made them targets of Canadian consumer boycotts, even though a significant portion originates from New Zealand and other non-U.S. regions.

Complex Global Supply Chains

Shane Kingston, T&G Global’s Chief Operating Officer for apples, clarified that their apple supply is internationally diversified, helping maintain stable sales despite geopolitical disruptions.

“Our varieties are grown in over 11 countries across different hemispheres,” Kingston said. “This also diversifies our geographical spread and ensures varieties are grown in the right regions and close to markets.”

He provided the breakdown of T&G’s apple sourcing:

• 31% from New Zealand

• 37% from the Americas (including Washington State)

• 23% from Europe and the UK

• 9% from other markets

While sales have remained within projected figures, the labeling confusion highlights the fragility of consumer trust amid shifting trade sentiments.

Underused New Zealand Branding

David Downs, brand manager for FernMark, New Zealand’s official country-of-origin trademark, noted that the backlash in Canada illustrates the risk of underleveraging national branding.

“Consumers may not realize these apples originate from intellectual and horticultural innovation in New Zealand,” Downs said. “If we’d used the New Zealand Inc identity more prominently, it could have shielded these products from trade-driven suspicion.”

The FernMark trademark, recognized by nearly half of surveyed international consumers, is used by around 600 New Zealand companies on two billion products globally. It’s a tool designed to build trust and capitalize on New Zealand’s positive global reputation — now valued at over US$290 billion.

Protecting Reputation in a Volatile Trade Climate

Downs emphasized that in today’s unpredictable geopolitical environment, reputation is a company’s most valuable asset. “Someone in Canada may suddenly refuse to buy a product just because it’s labeled as American — even if it originated elsewhere,” he said. “In this disrupted world, reputation is what matters. We must protect our reputation.”

Looking Ahead

The incident highlights the complexity of global supply chains and the unintended consequences of mislabeling or branding gaps in politically sensitive markets. T&G Global and other New Zealand exporters may now consider enhancing their use of FernMark or clearer labeling strategies to signal origin more accurately, especially in regions where consumer sentiment is influenced by international politics.

As consumer awareness grows, brand transparency and accurate origin representation are likely to become even more essential for global exporters navigating volatile cross-border dynamics.