New Zealand Dairy Firm Milkio Foods Fined for Misleading '100% Pure N. Zealand' Claim

The Hamilton-based firm faced scrutiny for its misleading claims, which promoted its ghee as entirely sourced fr om New Zealand, despite the core ingredient being imported from India. The Commerce Commission, in its statement, emphasized that Milkio's actions deceived consumers who believed they were purchasing authentic New Zealand dairy products.

New Zealand's dairy industry is globally recognized for its premium-quality exports, with products from its lush pastures highly sought after in international markets. "Milkio took advantage of this reputation to promote their own products," said Vanessa Horne, a spokesperson for the Commerce Commission.

Compounding the issue, Milkio Foods also provided false and incomplete information to secure approval to use the FernMark logo—a symbol that assures consumers of genuine New Zealand-made products. The company admitted to 15 violations of New Zealand's Fair Trading Act, including making false representations and unauthorized use of the FernMark logo and license number.

"This conviction serves as a stern warning to any companies considering falsely leveraging the New Zealand brand," Horne added. The case underscores the importance of maintaining integrity in marketing practices, especially in industries wh ere national reputation is a significant factor in consumer trust.