One thing that stood out for me during our exhibition at the A+A Trade Fair and Congress in Germany was the impact of our New Zealand origin when building global partnerships.
We were taking fresh new product concepts—an industrial helmet designed in New Zealand—to the global stage, the biggest health and safety event of its kind. It was a brave move, given its early stage of development, but we knew we could get valuable feedback there to take the product to new and exciting levels. We also knew market perception could influence our trajectory for success. So we set out to define what a New Zealand company means to us.
Anthony Ford, Marketing Manager, ZERO Height Safety.
For us, it’s all about safety, and we know innovation drives safety. As we are a small country built on exploration and ingenuity, this sets our pathway for innovation and sustainability. Our recognition for our transparency, trust as a trading nation, and a ‘can-do’ Kiwi work ethic ensures that we meet increasing trade demands. The support of New Zealand Trade Enterprise, which assists our venture into the global market and connects us with potential partners through their global network, backs this. A key partnership with Apagie, orchestrated by NZTE, has played an important role in market validation and articulating our value proposition to international audiences.
To visually encapsulate our identity on the exhibition stand, we transformed one entrance into a pathway connecting New Zealand to the rest of the world. The journey begins with us, the ‘Kiwis,’ represented by the image of our iconic native bird, and follows the path from our home, New Zealand, symbolised by the majestic Aoraki, Mt. Cook.
Rear access to the ZERO Height Safety exhibit.
While our Australian neighbours identified our native bird, there was a general lack of recognition from other countries. Some mistook our bird for a penguin or even a puffin. While our tallest peak provided a captivating backdrop, it was largely unknown, apart from a keen Norwegian mountaineer who had his sights on conquering it. I guess it emphasised the vast number of diverse perspectives present at the trade show. But what remained unmistakable was the recognition of our company's values and our commitment to innovation based on the ideals of a New Zealand company. Beyond the iconic symbols on our exhibition stand, our reputation and values have already made their mark.