Article: OXYENERGY & New Zealand Made: How a NZ-Born Wellness Brand Is Brewing Global Trust Through Indigenous Integrity
OXYENERGY & New Zealand Made: How a NZ-Born Wellness Brand Is Brewing Global Trust Through Indigenous Integrity
When Oxyenergy got the New Zealand Made certification — the Kiwi public and private widely recognised New Zealand national organisation, the CEO of New Zealand Made Dane Ambler sat down with our team to unpack its significance, from manufacturing milestone to globally recognised trust currency.
Q&A
Brand: New Zealand made has been a significant voice in promoting locally made products. So what are some of the key achievements or milestones that the organisation has reached in recent years in the area?
Dane Ambler: I’d say being recognized by 90% of New Zealanders is a massive accomplishment. Building that level of brand awareness is remarkable. We’re one of the country’s most recognized and beloved brands. Businesses are also highly satisfied — our Net Promoter Score (NPS) is exceptionally strong, showing members are happy with the results. On the consumer side, 75% are willing to pay a premium for NZ-made goods. That’s fascinating because even during a cost-of-living crisis, where price sensitivity is high, it proves the power of the “New Zealand Made” brand and its value to both consumers and businesses.
This aligns perfectly with OXYENERGY’s ethos. While OXYENERGY has grown into a global brand, "Born from New Zealand" remains at the heart of our DNA. OXYENERGY commit to local manufacturing, 100% Kiwi supply chains, and innovation. The natural advantages and artisanal spirit have shaped product identity.As evidenced by consumers' willingness to pay a premium for "Made in New Zealand" products, global trust in this land remains unshaken.
Brand: You mentioned the brand’s long history. Could you elaborate?
Dane Ambler: The brand started 30 years ago, nearly 35 now, founded by what’s today the Auckland EMA (Employers and Manufacturers Association). It later merged into the Business New Zealand network. Now, we’re pivoting toward food & beverage and services. Services make up 70% of NZ’s GDP, so we’re creating a dedicated services logo for non-product-based businesses competing offshore. This will be a key growth area.
Brand: How do you measure the impact of these efforts on consumer behavior and the economy?
Dane Ambler: We commission annual independent research. All stats—like the 75% premium willingness—come from that. Even in a cost crisis, consumers pay more for local goods because they trust their quality, health benefits, and natural attributes. But in reality, many NZ-made products aren’t significantly pricier than imports, especially bulk items like bedding, furniture, or food. Due to our remoteness, importing logistics are costly, so local manufacturing often has a price edge.
Amid ongoing economic volatility, promoting local production faces challenges, but the Buy NZ Made campaign is turning pressure into momentum.
Brand: What are your strategic priorities for the coming years?
Dane Ambler: First, expanding international trade by organizing trade show participation. Second, upgrading PR services to boost media exposure. Third, offering low-cost website development for SMEs (many haven’t updated sites in 20 years). Long-term, we aim to fuse environmental sustainability and Māori culture into NZ’s global brand appeal.
Brand: What’s your long-term vision for Buy NZ Made?
Dane Ambler: To keep leveraging national identity — our environment, Indigenous culture — to empower local brands. The ultimate goal is ensuring NZ brands shine worldwide.
As the butterfly effect of global supply chains continues to ripple through the Southern Hemisphere’s economy, the New Zealand Made as a levee of trust against economic storms. Within this movement, nutritional wellness brand OXYENERGY exemplifies the power of local values—holding New Zealand Made certification. From liver detox of the 'MILK THISTLE' to cellular anti-aging of 'PQQ', the brand embeds New Zealand’s pristine natural ethos, and the dual promise of the New Zealand Made: "Trusted Quality" & "Sustainable Accountability to Environment."
Kiwis aren’t just buying products—they’re investing in values. Choosing OXYENERGY isn’t just an investment in premium nutrition—it’s a vote of confidence in production ethics rooted in New Zealand’s pristine landscapes.
