The programme, which commenced in 1992, operates independently from the government but the label is government owned and endorsed.


Vision Statement
Support the New Zealand Government, businesses and consumers to transition to a sustainable and low-emissions economy by recognising sustainably preferable products and services.

Mission statement
To be the most trusted, recognised and sought-after ecolabel in New Zealand.

Value proposition
Trusted, independent, robust, transparent and verifiable.

The Environmental Choice New Zealand label identifies products and services that are sustainably preferable and makes it easy for the government, businesses and consumers to make better purchasing decisions.

Owned and endorsed by the Ministry for the Environment and a member of the Global Ecolabelling Network, the Environmental Choice New Zealand label is New Zealand’s only Type I ecolabel. Important characteristics of a Type I ecolabel include:

  • Rigorous, multi-criteria assessment across the whole life-cycle of a product or service
  • Independent, third party verification
  • Ongoing compliance
  • Criteria are written locally to address local environmental issues
  • Criteria are updated regularly to encourage continuous improvement

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