All about trust
When Business Canterbury CEO Leeann Watson talks about trust, she speaks about it as something deeply practical, not abstract.
“Trust has always been the foundation of strong business communities,” she says. “But in today’s environment, it can’t be assumed. It has to be proven.”
That belief sits at the heart of Canterbury Trusted, a new certification recognising businesses that consistently lead with integrity, responsibility, and care for their people and their community.
To understand why Canterbury Trusted matters now, you have to look back.
Business Canterbury, our region’s chamber of commerce, was founded in 1859 by forward-thinking local business leaders who recognised the strength of a united voice. They understood that for commerce to thrive, businesses needed influence, advocacy, and confidence in the systems shaping their region. Today, Business Canterbury supports the business community through growth and strategy guidance, advisory and advocacy services, networking and training opportunities, and expert HR and employment law support.
More than 165 years later, that founding purpose remains. What has changed is the world businesses operate in.
“The expectations placed on businesses today are far higher,” Leeann says. “Customers want transparency. Employees want values they can believe in. Communities want to know that businesses are contributing positively.”
Business Canterbury listened closely to its members and the wider business community, alongside studying international best practice. This led to a complete evolution of the organisation’s operating model, membership structure, and support services, all designed to meet the realities of modern business.
Yet one request surfaced repeatedly.
“Our members told us they wanted a credible way to differentiate themselves,” Leeann explains. “Not through marketing claims, but through something meaningful.”
That insight sparked the creation of Canterbury Trusted.
Canterbury Trusted is a certification that recognises businesses committed to doing the fundamentals well, consistently and transparently. It is backed by Business Canterbury’s long-standing experience supporting regional businesses and transforms that local expertise into a clear, trusted standard.
“Canterbury Trusted turns trust into something visible,” says Leeann. “It gives people confidence that a business has been independently assessed and continues to meet high standards year after year.”
Recognition is earned and renewed annually through a comprehensive assessment. This process examines how a business operates across four key pillars: acting with integrity, delivering consistently, demonstrating financial strength, and valuing people.
Importantly, Canterbury Trusted is not self-declared.
“Anyone can say they are trustworthy,” Leeann says. “Canterbury Trusted asks businesses to prove it and to keep proving it.”
For businesses that achieve this certification, the impact goes beyond a logo or badge. Canterbury Trusted places them within a growing network of organisations committed to lifting confidence across the region.
“When trusted practice is visible, everyone benefits,” Leeann explains. “It strengthens relationships, raises expectations, and reinforces Canterbury’s reputation as a place where good business is done well.”
The long-term vision is for Canterbury Trusted to become the most recognisable and respected business certification in the region.
Avenues received its Canterbury Trusted certification in late 2025, joining a growing number of Canterbury businesses leading by example. This recognition reflects trust in action and reinforces Business Canterbury’s enduring mission to give businesses a voice, the support to succeed, and the confidence to thrive.
“At its core, Canterbury Trusted is about building a stronger, more resilient Canterbury,” Leeann says. “One where trust is earned, visible, and worth celebrating.”
For more information about Canterbury Trusted, head to businesscanterbury.co.nz/backedbyus