Products made at Gloriavale keep their FernMark export licences for now

Wednesday, 24 March 2021

Moo Chews NZ, the company which contracted a Gloriavale factory to make its Moo Chews milk bites has, according to its website, exported the calcium-based children’s snack to Australia, Britain, India, China and Hong Kong.

Two brands linked to the Gloriavale Christian Community have FernMark export licences but their government endorsement could be reviewed.

The FernMark symbol, used to promote New Zealand products overseas, is issued by government agency NZ Story and director Rebecca Smith said both Moo Chews NZ and Pure Vitality complied with the terms and conditions of their licensing agreements.

There was no evidence they were damaging New Zealand's overseas reputation but if circumstances changed, the licences could be reviewed and terminated.

“If further allegations or information come to light regarding these licensees or any other licensee in our programme, we will take another look.”

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Moo Chews milk bites and Pure Vitality products both have FernMark licences, a government endorsement of exporters that requires holders be of good character and repute.

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FernMark licensees must comply with all New Zealand laws and relevant regulations, and “be of good character and repute”.

Former Gloriavale members John Ready, James Harrison and Virginia Courage outside the High Court at Greymouth, where they filed their civil action.

Gloriavale Christian Community has come in for attention from authorities over allegations about excessive work hours, workplace injuries and treating workers as “volunteers”.

Three individuals from Gloriavale have also been charged as a result of a continuing police investigation into child abuse at the community.

Senior community member Faithful Pilgrim, a director of Alpine Health Manufacturing NZ, the pharmaceutical manufacturing company that owns Pure Vitality and made Moo Chews under contract, has been stood down from his position as principal of the Gloriavale school while the Teaching Council investigates allegations he failed to act over a teacher abusing a 9-year-old girl.

Moo Chews, a milk-based snack for children promoted as a healthy treat, on sale in the Greymouth Mitre 10 store.

After Stuff revealed last week that Moo Chews, a milk bite marketed as a healthy snack for children, was made in a factory at Gloriavale, two distributors previously unaware of that fact, refused to handle the product.

Some customers posting on Moo Chews Facebook page said they would no longer buy the snack now they knew where it was made.

Moo Chews NZ, which is owned by two holding companies, M & H Trustee Ten and Donoratica Services, said it had suspended its manufacturing contract with Gloriavale “for now” until it was “totally satisfied with their employment practices”.

Smith said licensees undergo annual audits to ensure they still meet FernMark eligibility criteria, including the good character test.

“We try to apply quite a conservative view and that is based on what a consumer thinks. So what would a consumer feel comfortable with, are they being misrepresented in any way, do they feel this is in line with our brand values as a country?”

Smith said brand owner Moo Chews NZ held the FernMark licence and she understood it had suspended manufacturing by Alpine Health Manufacturing NZ.

“Our position is that there is no breach of contract terms nor currently any substantive reputational issues for brand NZ in overseas markets.”

With respect to Pure Vitality, Smith said NZ Story was aware of the allegations and investigations into the directors of this company and into the company itself.

“Based on the information we have, we do not consider Pure Vitality to be in breach of its licence terms.

“We are keeping a watching brief on this situation and should there be convictions or subsequent reputational damage, we will reconsider our position with respect to the FernMark licence,” Smith said.