A government umbrella plan to tell a “New Zealand story” to represent Kiwi businesses abroad is well under way, despite criticism over how it will work.

Economic Development Minister Steven Joyce this week announced a further $2 million would be devoted toward the third stage of the project, expected to be delivered by the end of the year.

Mr Joyce says the brand concept – to be used by various government departments including Tourism NZ, New Zealand Trade and Enterprise, and Education NZ – will be based on a fern on a black background.