As the global food supply chain becomes increasingly complex, consumer preferences are evolving and shoppers are now seeking products with attributes that satisfy their specific needs and concerns. People want to know where their food comes from.
Assurance Marks can show:
- food safety practices
- animal welfare
- ingredients source
- sustainability practice
- production processes
What kinds of Marks are available?
There are three types of Assurance Marks.
- AQ Certified – provides independent and verified assurance relating to a specific claim. These claims can range from food safety through to animal welfare, grass fed, and much more.
- AQ Assured Transparency Programme – provides verified holistic supply chain transparency covering the entire food supply chain. This can also be accompanied by a QR code to allow consumers ready access to key information at point of sale.
- AQ Transparency & Authenticity – provides cloud-based traceability and authentication which relates to a specific product (one pack-one code product serialisation). This allows consumers to view information on the authenticity of the product as well as deeper insights into the product’s supply chain.
AQ Assured Transparency Programme is designed to provide consumers with trusted end-to-end supply chain information about the products they are about to buy. When consumers see a product with the AQ Assured™ Transparency mark on a supermarket shelf, they can scan the QR code and view the checks along its supply chain. Our expert review of the farm-to-fork processes provides verified information that is categorized into key attributes, making it easy for shoppers to navigate and understand.
AQ Certified Marks are claim-specific certifications tailored to meet the consumer needs of each food sector. These marks are typically supported by JAS-ANZ accreditation and can be displayed on packaging to help shoppers clearly identify the special attributes of products.
For further information about AsureQuality Assurance Marks and to see which is right for your brand, please fill in the form below or contact us.
Animal Welfare Mark
The AQ Certified Animal Welfare Mark provides consumers with confidence that the products displaying the Mark come from farms that follow a high standard of animal welfare practices that exceed the minimum requirements for animal welfare in New Zealand.
To achieve the AQ Certified Animal Welfare Mark, a producer must show that it consistently satisfies the requirements of the AsureQuality Animal Welfare (Meat Chicken and Turkey) Standard.
The Standard was developed in a response to the industry’s need for a robust, rigorous animal welfare certification programme. It covers all meat chicken and turkey farming systems in New Zealand, including barn and free-range. The Standard is the first in New Zealand to achieve independent JAS-ANZ (external link) (external link) approval elevating it to internationally recognised certification.
More and more consumers today want to learn about the quality of food they are buying. The AQ Certified Grass Fed Mark can be used on pack to quickly convey this attribute to shoppers looking for Grass Fed products. To use the Grass Fed Mark on a product companies must be Certified across the relevant components of their business. Getting certified to use the Mark attests that the supply chain has been fully Certified and “Grass Fed” claims are truthful.
Why choose Assurance Marks?
As a New Zealand Government owned entity, our name helps inspire the confidence increasingly desired when making food choices.
Independence of the highest integrity helping build and protect enduring trust in a marketplace increasingly filled with unsubstantiated claims.