New Zealand has signed free trade agreements covering roughly 62% of its merchandise exports, yet a 2023 report found that only 36% of goods eligible for lower tariffs were actually claiming them. That gap means thousands of Kiwi businesses are paying more than they need to enter some of the world’s biggest markets.
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This article is general information only and does not constitute professional advice. For your specific situation, consult a qualified professional.
The picture is clear: New Zealand has access to a wide network of trade deals, but the country is not using them as well as it could. Manufacturers tend to claim preferences most often, while services exporters and farmers are leaving savings on the table. The reasons range from complex rules of origin to simple lack of awareness. Here’s what you actually need to know.
What free trade agreements actually offer your business
The central concept you need to understand is rules of origin.
What I tend to notice is that many business owners assume a product “made in New Zealand” is enough. It often is, but the paperwork has to prove it according to each agreement’s specific formula. That’s where things get tangled.
The real cost of leaving tariff savings on the table
The 36% utilisation figure from the New Zealand Initiative report means nearly two-thirds of eligible exports are not getting the preferential rate they could. For a business shipping into a market where the MFN tariff is, say, 15% and the FTA rate is zero, that difference comes straight off the bottom line.
The Productivity Commission chair David John King has been blunt about the problem. He said some agreements are too old, some too complex, and some are not delivering value for money. The rules of origin are often cited as the main barrier — they vary across agreements, and working out which one applies to your product can feel like a full-time job.
Consider a small exporter sending packaged honey to Thailand. Under one FTA, Thailand allows self-declaration of origin. Under another, it requires a certificate of origin from the Chamber of Commerce. Pick the wrong process or miss the paperwork, and your buyer gets charged the higher rate. That 15–20% cost difference can lose you the customer entirely.
Common errors that stop businesses claiming what they’re owed
Not knowing which FTA applies to your market
New Zealand has agreements with Australia, China, the UK, the EU, Korea, Japan, Malaysia, Singapore, Thailand, Vietnam, Hong Kong, Taiwan, Chile, Peru, Mexico, Brunei, Canada, and others. The list is long. A business shipping to multiple markets might be eligible under different agreements for different products. The Ministry of Foreign Affairs and Trade’s Tariff Finder lets you compare rates across FTAs, but many exporters never check it.
Assuming the freight forwarder will handle it
Most shipments are cleared by the importer or a freight forwarder at the border. If they do not know which FTA applies, they will default to the MFN rate. The exporter needs to flag the applicable agreement and provide the right documentation. A quick email with the correct FTA code and certificate can save thousands per container.
Treating all FTAs as the same
Each agreement has its own rules of origin, product-specific thresholds, and documentation requirements. Under the CPTPP, you might need a different certificate than under the NZ-China FTA for the same product. Using the wrong form is as bad as using none. The US Commercial Service guide notes that New Zealand has agreements with distinct terms — they are not interchangeable.
Ignoring services altogether
FTAs are not just for goods. They lock in treatment for services providers — consultants, architects, software firms, educators. MBIE’s trade data shows that services exporters are underutilising preferences significantly. A digital agency selling into CPTPP markets can benefit from the same certainty that goods exporters get, but most never file the paperwork.
How to claim preferential market entry in practice
Check your product’s HS code and qualifying rule
Every product traded internationally has a Harmonised System (HS) code. FTAs use these codes to define which goods qualify for reduced tariffs. The World Customs Organisation updates HS codes every five years — the last overhaul was in 2022. Your code might have changed. Use MFAT’s Tariff Finder to look up your product description and identify which FTA offers the best rate. Then check the specific rule of origin for that product under that agreement. Some require a percentage of local content; others require a specific manufacturing step to happen in New Zealand.
Get the right documentation in place
The paperwork varies by agreement. Some markets accept a self-declaration printed on your company letterhead. Others demand a certificate of origin issued by the New Zealand Chamber of Commerce or an approved body. Thailand, for example, allows self-declaration under one FTA but requires a Chamber certificate under another. Your importer can tell you what the destination customs authority expects. Keep a template for each FTA you use regularly.
Tell your importer or freight forwarder which FTA applies
This step is where most claims fall through. The person clearing your goods at the border needs to know the FTA code, the preference rate, and the correct document. Send this information with every shipment, not just the first one. If your product qualifies under multiple agreements, compare the tariff rates — they are not always the same. The lowest rate wins, but only if the documentation matches.
Plan for tariff phase-outs, not instant savings
Tariffs under FTAs are often phased out over several years. Large cuts typically happen five years after ratification and again after ten years. If you are entering a new market, check the phase-out schedule. You might want to delay your full launch until the rate drops. Conversely, if your competitor is already in the market paying the full MFN rate, you can price more aggressively once the tariff steps down.
→ Scroll right to see all columns
| FTA | Markets Covered | Key Note |
|---|---|---|
| NZ-China FTA | China | Active since 2008; one of the most used agreements |
| CPTPP | 11 Pacific Rim countries | Includes Japan, Canada, Mexico, Peru; strong for services |
| NZ-UK FTA | United Kingdom | Active May 2023; phased tariff elimination |
| NZ-EU FTA | European Union | Active May 2024; comprehensive coverage |
| RCEP | 15 Asia-Pacific countries | Includes China, Japan, Korea, Australia, ASEAN |
Frequently asked questions about using FTAs for export growth
Can I claim FTA preferences on a shipment that already cleared customs? ▾
What happens if my product contains components from multiple countries? ▾
Do I need a different certificate for every FTA? ▾
Are there penalties for getting the FTA claim wrong? ▾
Can a sole trader or small business use FTAs, or is it only for large exporters? ▾
The case for making FTAs work harder for New Zealand
The Productivity Commission has recommended that the government renegotiate older agreements and simplify the rules. In the meantime, the gap between what FTAs offer and what businesses actually use remains wide. New initiatives like Invest New Zealand, the Elevate Fund, and the Accelerated Export Capability Programme are designed to help close that gap, but the responsibility ultimately sits with each exporter to check their eligibility, file the paperwork, and tell their buyer which deal applies.
Remember: this article is general information only. For advice on your specific situation, speak to a qualified professional.
If this was useful, you might also want to read Reinventing the Kiwi Dream: Sustainable Business Models for a New Generation.
Sources and Further Reading
Building a Brand Kiwis Trust: Authenticity and Community Focus — Practical advice on how NZ businesses can strengthen their brand reputation in domestic and international markets.
RNZ (2023). Trade agreements still have potential to deliver benefits. 🔗
Ministry of Business, Innovation & Employment (2025). Promoting Global Trade and Investment. 🔗
New Zealand Trade and Enterprise. How to make the most of New Zealand’s FTAs. 🔗
International Trade Administration (US). New Zealand Trade Agreements. 🔗
