A quiet shift is taking place in the way we think about food, from flavour to provenance, from polished packaging to authentic value. Arriving in perfect timing, New Zealand’s Made with Care campaign is a gentle reminder that when food is grown with intention, it delivers not only great taste, but also integrity, sustainability, and purpose.
Where Nature Leads, Care Follows
First launched globally in 2020 and returning to Vietnam in 2025, the Made with Care campaign by New Zealand Trade and Enterprise (NZTE) is anchored in a philosophy that honours both nature and people. This year, it partners with four leading Vietnamese retailers — WinMart, Central Retail, Kingfoodmart, and Bách Hóa Xanh — to bring premium-quality New Zealand food and beverage products to more Vietnamese households.
But the campaign is more than a retail expansion. It reflects the strength of a maturing trade relationship. In 2024 alone, New Zealand’s food and beverage exports to Vietnam reached NZD 718 million, accounting for 77% of its total exports to the country — a testament to shared values of transparency, quality, and long-term trust.
In New Zealand, food is not simply produced. It is nurtured. Rooted in the Māori principles of Kaitiakitanga — the guardianship of land and life — and Manaakitanga — caring for others through hospitality, kindness, and respect — farmers and producers are deeply committed to both environmental protection and community wellbeing. Pristine water, fertile soils, and clean air form the natural foundation. Meanwhile, sustainable practices, scientific research, and strict hygiene standards ensure every product meets the highest benchmarks — with full traceability from origin to shelf.
Innovation, too, plays a vital role. From the world’s first snack-sized apple with 65% more potassium to the ruby-red kiwifruit rich in anthocyanins for heart and brain health, New Zealand continues to lead with purpose — crafting food that’s not only good for people, but better for the planet.
Twelve Brands, One Philosophy
This year’s Made with Care campaign in Vietnam brings together twelve standout brands — each distinct in what they offer, yet united by a quiet, unwavering belief: that food should be made properly, thoughtfully, and with deep respect for both people and planet. These aren’t just products. They’re stories — of origin, of craft, of care — that begin in the orchards, farms, and pastures of New Zealand and travel across oceans to nourish lives in Vietnam.
From dairy to fruit, each product in this campaign is part of something bigger — a story that begins in the heart of New Zealand and continues in homes across Vietnam. What binds these brands together is not just their origin, but their ethos:
• That food should be safe, tasty, nutritious, ethical and of premium quality.
• That how it’s grown matters just as much as how it tastes.
• And that when something is made with care, it doesn’t just feed — it connects.
Anlene
A pioneer in nutritional dairy, Anlene has spent decades supporting bone health and mobility. Enriched with calcium, vitamin D, and collagen, its scientifically formulated products help support strong bones and active lifestyles — especially for adults in their golden years. Anlene stands not only for nourishment but for longevity and independence.
Rockit™
Small in size, bold in spirit. Rockit™ is the world’s first snack-sized apple — naturally grown, perfectly portable, and packed in recyclable tubes. Sweet, crisp, and rich in nutrients, it’s a celebration of clever innovation and everyday convenience, tailored for active families and life on the go.
Zespri™
A name synonymous with kiwifruit excellence, Zespri™ is a global icon. Its SunGold and Green varieties are grown under strict protocols, with a deep commitment to nutrition, sustainability, and consistent quality. Loved in Vietnam for their natural sweetness and immuneboosting benefits, Zespri™ kiwifruits are as wholesome as they are flavourful.
Golden Bay Fruit
Between sea and mountain in one of New Zealand’s most pristine regions lies Golden Bay Fruit — home to KORU®, Breeze, and other vibrant apple and pear varieties. Family-owned and guided by natural harmony, their fruit is bold in colour, bright in flavour, and grown with as little intervention as possible.
RD8
From vineyard to table, RD8 brings boutique wines that capture the essence of New Zealand’s cool-climate terroirs. Elegant, expressive, and crafted with care, each bottle tells a quiet story of winemaking passion and place — adding sophistication and soul to any gathering.
Freshco
Bathed in over a thousand hours of summer sunlight, each Breeze™ apple captures the season’s golden essence — crisp to the bite, lush with juice, and fragrant with natural sweetness. More than a wholesome snack, it’s a bright, refreshing way to nourish both body and spirit.
Freshmax
Renowned for their honeyed sweetness and vibrant colour, Freshmax persimmons are grown in perfect harmony with nature. With sustainable orchard management and peak-season harvesting, every fruit is a reflection of purity, precision, and the quiet beauty of doing things right.
Bostock New Zealand
As one of the largest organic apple growers in the Southern Hemisphere, Bostock champions a return to natural rhythms — using compost, hand weeding, and chemical-free post-harvest methods. Their apples are crisp, clean, and deeply satisfying — food you can trust from first bite to last core.
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T&G Global
The minds behind global favourites like Envy™, Jazz™, and Pacific Rose™, T&G Global merges innovation with over 125 years of heritage. Every apple variety is thoughtfully bred and lovingly grown — combining flavour, texture, and shelf life in perfect balance. This is fruit that knows how to impress.
Boring® Oat Milk
Despite the name, Boring® is anything but. Made from 100% New Zealand oats, this plant-based milk is creamy, climatefriendly, and crafted for coffee culture. Minimalist in branding but maximalist in care, it’s a quiet revolution in non-dairy — perfect for baristas, cafés, and anyone thinking a little more deeply about what they drink.
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Meadow Fresh
Simple, dependable, and wholesome. Meadow Fresh brings pure UHT milk to breakfast tables and school lunchboxes across Vietnam. With its calcium-rich profile and commitment to safety and freshness, it’s a brand that feels like home — reminding us that even everyday essentials deserve to be made with care.
Westgold
Churned slowly in traditional drums and made from the milk of grass-fed cows on New Zealand’s wild West Coast, Westgold butter is a golden revelation. Rich, creamy, and award-winning, it’s beloved by chefs, bakers, and home cooks for its heritage flavour and unmistakable quality.
Built on Trust, Growing Together
At its core, Made with Care is more than a campaign — it’s a shared philosophy. Backed by NZTE, these brands are building lasting partnerships with Vietnamese retailers and consumers — grounded in mutual respect, aligned values, and a belief in doing things well.
As Mr. Scott James, New Zealand’s Consul General and Trade Commissioner in Vietnam, puts it: “This campaign is about more than food — it’s about bringing our two countries closer through shared values and trusted partnerships.”
Looking ahead, New Zealand brands remain deeply committed to the Vietnamese market, with plans to bring even more high-quality, thoughtfully produced food and
beverage products in the years to come.
Because when food is made with care, it brings together everything that matters: safety, flavour, trust, and nutrition — all grounded in a quiet philosophy of respect, responsibility, and doing good.
With every bite of New Zealand produce, that difference is unmistakable.