Sen Kong, marketing manager for Waikato-based tea company Zealong, says New Zealand Story resources have helped his business explain why coming from New Zealand is a unique selling point.
“Our country of origin is what sets us apart offshore. The environment that we have is remarkable. We’ve got fertile soils, clean air, fresh waters and all of that is reflected in the plants we grow,” he says.
“It’s important our customers understand Zealong is a quality product because of the environment we grow our tea in and the ways we expertly process it.”
As an export-focused business, Kong has used New Zealand Story resources to communicate how Zealong’s brand fits into the strong New Zealand brand — which is increasingly recognised around the world.
“Creating a premium brand is about more than just quality. It’s about the story you tell. We talk to customers about our heritage, the pristine environment in which we grow our tea, our integrity and the expertise behind our processing. By telling this well-rounded story we prove our product is premium.”