Auckland, 15 May 2026 – Eco Choice Aotearoa, the country’s official ecolabel, has appointed Alex Eddington as new Chief Executive, marking the next step in its evolution as Laura Gemmell moves to a new role at Te Kāhui Tika Tangata Human Rights Commission.
Over the past four years, Eco Choice Aotearoa has undergone a period of transformation and growth, including a stakeholder-informed rebrand, strengthened standards, and strategic, values-aligned partnerships, enhancing its relevance and impact.
Eco Choice Deputy Chair, Andrew Gair, pays tribute to Gemmell’s leadership.
“The Board would like to thank Laura Gemmell for her exceptional leadership of Eco Choice Aotearoa. During the last four and a half years, Laura has built an incredible and committed team, strengthened our partnerships with business and industry, government, and the global ecolabel community, revitalised our standards, introduced social criteria and a focus on sustainable procurement and significantly raised our nationwide profile,” says Gair.
“Laura leaves behind a remarkable legacy and we wish her all the best in her new role.”
“We would also like to congratulate Alex Eddington on his promotion to Chief Executive after two years as our Head of Assurance and Client Services. Alex’s knowledge of the sustainability aspirations of New Zealand business, and his vision for the organisation, make us incredibly excited about the future of Eco Choice Aotearoa.”
Gemmell says she is proud of what the team has achieved together over the past four years and is confident in the transition.
“Eco Choice Aotearoa is an organisation with clear purpose, integrity and heart. It has been a privilege to champion businesses committed to a future worth passing on and getting to know the teams behind them. I’m proud of the exceptional team we have built, whose expertise and commitment will continue to drive the organisation forward,” says Gemmell.
“I leave Eco Choice Aotearoa knowing it is in capable hands for the next stage of its journey. Alex brings integrity, intelligence, and a strong focus on supporting businesses wherever they are on their sustainability journey.”
Incoming Chief Executive, Alex Eddington says he is honoured to take on the role.
“I’m incredibly proud to be stepping into the role of CEO and leading Eco Choice Aotearoa forward, building on the strong momentum achieved over recent years. It’s an honour to continue our legacy as the country’s official ecolabel and work alongside our business, industry and community partners who are committed to a more sustainable future,” says Eddington.
“Our focus is to make sure more Kiwi businesses and consumers recognise and trust Eco Choice as a simple way to make more sustainable choices. I’m excited about what lies ahead and the opportunity to work together to make a difference.”
Before starting at Eco Choice two years ago, Alex spent nearly 20 years in Canada working with high-risk industries and publicly traded companies on environmental assurance and leading improvement programmes. He began his career at Auckland Council in waste minimisation, and holds a degree in environmental technology.
