NZ Pine brand targeted at lifting wood products export value [NZ]Friday 19 Jun 2026
WPMA Chief Executive, Mark Ross, says the NZ Pine brand represents an opportunity to grow and strengthen New Zealand’s position in global timber and lumber markets. ‘NZ Radiata Pine is a premium softwood — stable, versatile, sustainably grown, and backed by decades of research,’ says Ross. ‘By unifying our story, we can strengthen market confidence and support higher‑value returns across the entire supply chain.’ The NZ Pine brand will highlight Radiata Pine’s versatility and performance across a wide range of structural and appearance applications. Its ability to be efficiently kiln‑dried or treated makes it a reliable, long‑lasting material for domestic and international customers. New Zealand’s renewable plantation forests thrive in the country’s temperate climate and support a year‑round harvest. The sector is built on responsible production, with large areas independently certified under globally recognised sustainability programmes. Built around simplicity, in‑market relevance, and sector‑wide unity, the NZ Pine brand will provide a strong foundation for individual companies to differentiate their products and reinforce New Zealand’s reputation for high‑quality, sustainably produced wood. Source: WPMA Related: New brand packs higher-value future for New Zealand pine (NZ Forest Owners Association) 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. More >> | ||
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