What Steens Honey does

Steens Honey (legal entity P.A & S.C Steens Ltd) is a New Zealand-based producer and direct-to-consumer seller of raw Manuka honey, founded in 1984 by Paul and Sheryl Steens and headquartered in Tauranga. The company is vertically integrated across beekeeping, harvesting, extraction, bottling, and labeling in New Zealand, and ships to at least 11 countries including the USA, UK, Germany, Australia, China, Singapore, and the GCC. Its product portfolio spans seven UMF/MGO grades (MGO 50+ through UMF 24+ / MGO 1122) organized into three sub-brand collections — Care (acute and wound care), Ritual (daily wellness), and Table (culinary) — across jar, Squeezy bottle, and Pollen Pop Shots™ sachet formats.

Core technical differentiation rests on the patented Crushed Wholecomb Technology™, an extraction method that crushes the entire honeycomb without heating or fine filtering, preserving up to 15x more bee pollen and 3x more bio-available bee bread than leading Manuka brands. The company holds UMF Association certification, Glyphosate Free and Non-GMO certifications, and FDA approval for topical wound dressing use, which together underpin premium pricing across the grade ladder.

The business model is predominantly DTC e-commerce through a Shopify storefront, complemented by a Subscribe & Save subscription program (powered by Recharge Payments) offering 20% recurring discounts, a wholesale and bulk/private label enquiry channel for B2B buyers, and a content-led marketing engine (Journal, scientific research hub, downloadable wellness guides, Dr. Maggie MD endorsement). Pricing is tiered by MGO/UMF grade and pack size, with the highest-grade UMF 24+ jar retailing at $134.99 and entry-level MGO 50+ at $23.99.

Name

Steens Honey

Legal name

P.A & S.C Steens Ltd

Website

https://steenshoney.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

101–250 employees

Short description

Steens Honey is a New Zealand-founded, vertically integrated producer and direct-to-consumer seller of raw Manuka honey across multiple UMF/MGO grades, shipping globally and differentiating through its patented Crushed Wholecomb Technology™ and UMF, FDA, and Non-GMO certifications.

Ownership category

akta.pro rank

Product category

Manuka Honey

NAICS

Sugar and Confectionery Product Manufacturing (3113)

SIC

Food And Kindred Products (2000), Sugar & Confectionery Products (2060)

akta.pro primary industry

Honey & Natural Sweet Spreads Manufacturing (AFAKADAL)

akta.pro secondary industry

Spreads, Sweeteners & Syrups (Jam, Honey, Nut Butters, Maple) (CRADAAAC)

Keywords

• Raw manuka honey
• UMF certified honey
• Monofloral manuka
• Honey subscription service
• Natural health products

Headquarters

HQ city

Tauranga

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Product Sales (One-time purchases): Direct e-commerce sales of raw Manuka honey products at various strength grades (MGO 50+ to MGO 1122+/UMF 24+) in different sizes (7.9 oz, 12 oz, 17.6 oz). Products are sold as one-time purchases through the company's website with shipping to multiple countries worldwide.
2. Subscribe & Save (Recurring): Subscription model offering 20% discount on regular prices for monthly automatic deliveries. Subscribers can modify or cancel their subscription anytime with 7 working days notice required for cancellation. This creates predictable recurring revenue and customer lock-in.
3. Wholesale & Bulk Sales: B2B wholesale and bulk/private label enquiries available through the website for retailers and commercial buyers. The company has a wholesale application form and dedicated bulk honey enquiries page.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Steens Honey produces and sells raw New Zealand Manuka honey across multiple certified potency grades (UMF 10+ through UMF 24+ / MGO 50+ to MGO 1122), organized into Care, Ritual, and Table collections and packaged in jars, squeezy bottles, and Pollen Pop Shots sachets. Products are sold primarily direct-to-consumer through the company's Shopify-powered e-commerce site with a Subscribe & Save subscription offering and supported by a wholesale and private-label channel.

Product overview

Steens Honey is a New Zealand raw Manuka honey company offering a portfolio of monofloral and multifloral Manuka honey products organized into three main collections: Care Collection (UMF 20+ and UMF 24+ with MGO 830-1122 mg/kg for acute health concerns including wound care, skin support, and digestive support), Ritual Collection (UMF 10-15+ with MGO 263-515 mg/kg for daily wellness, immunity support, and energy), and Table Collection (MGO 50-100 for everyday baking, cooking, and natural sweetening). Products are sold in various formats including jars (7.9 oz, 12 oz, 17.6 oz), squeezy bottles (12 oz), and single-serve sachets (Pollen Pop Shots™). The company differentiates through its patented Crushed Wholecomb Technology™ which preserves up to 15x more bee pollen and bee bread than conventional methods. The product range is certified UMF®, Glyphosate Free, and Non-GMO, with the highest-grade products (Care Collection) FDA-approved for topical wound use. Additional offerings include accessories (wooden honey spoons and dippers), merchandise, and a Subscribe & Save subscription service.

Differentiator

Problem solved

Functional benefit

Brands

• Steens® Care Collection: High-strength UMF certified Manuka honey collection for targeted support of acute concerns including wounds, skin, oral, and digestive support.
• Steens® Ritual Collection
• Steens® Table Collection
• Pollen Pop Shots™

Products and services

• Steens® Care Collection (UMF 20+ / UMF 24+ Raw Mānuka Honey)
• Steens® Ritual Collection (UMF 10+ / 13+ / 15+ Raw Mānuka Honey)
• Steens® Table Collection (MGO 50+ / MGO 85+ / MGO 100+ Raw Mānuka Honey)
• Pollen Pop Shots™ (MGO 85+ Raw Multifloral Manuka Honey 5g Sachets)
• Subscribe & Save Program
• Wholesale, Bulk and Private-Label Supply

Quantifiable outcome

• Up to 43% better healing times for cold sores compared to conventional medicines in clinical studies
• +2 more outcomes

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature1 record

Partnerships

Three partnerships are on record, tiered core.

• UMF AssociationcoreStrategic or Co-development PartnerSteens Honey is a member of the UMF Association, which provides independent certification of Manuka honey authenticity and quality. The UMF (Unique Manuka Factor) grading system is the gold standard for verifying genuine New Zealand Manuka honey. All Steens Monofloral Manuka Honey carries the UMF Association certification.
• Recharge PaymentscoreTechnology or IntegrationSteens Honey uses Recharge Payments to power their Subscribe & Save subscription model. This technology integration enables automatic recurring deliveries, billing, and customer subscription management with 20% discount offers.
• ShopifycoreTechnology or IntegrationSteens Honey's e-commerce platform is powered by Shopify, providing the website storefront, shopping cart, payment processing, and order management capabilities.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Y.S. Organic Bee Farms: Y.S. Organic Bee Farms is a US-based raw and unfiltered honey brand with broad varietal range and retail distribution. Comparable as a broad-line raw honey CPG incumbent that targets the same natural sweetener and wellness consumer with similar jar and squeezy formats.
• Nature Nate's Honey: Nature Nate's is one of the largest US raw honey brands, distributed through major grocery retail and DTC. Not a Manuka competitor, but highly comparable in product/format (raw honey in jars and squeezy bottles) and in the mass-market raw honey wellness positioning that Steens targets with its Table Collection.

Regional players

• Airborne Honey: Airborne Honey is a long-established New Zealand honey brand with broad varietal range including Manuka and multifloral blends, primarily serving Australasia and select export markets. Comparable as a legacy NZ honey CPG brand with similar traceable, raw positioning but more regional than global in distribution.

Direct peers

• Comvita: Comvita is the largest New Zealand-based Manuka honey brand, offering UMF-graded monofloral honey (MGO 30+ through MGO 700+), branded wound care, and oral health products. It is the most directly comparable peer to Steens Honey due to overlapping product tiers, UMF certification, and global DTC/wholesale distribution.
• New Zealand Honey Co. New Zealand Honey Co. (NZ Honey Co) sources and markets UMF-graded Manuka honey directly from New Zealand beekeepers, including high-MGO medical-grade SKUs. Comparable to Steens in raw, traceable Manuka positioning and tiered MGO product structure, with strong presence in Asian markets.
• Arataki Honey: Arataki Honey is one of New Zealand's largest vertically integrated honey producers, offering monofloral Manuka alongside other varietals. Comparable to Steens in being a NZ-headquartered, vertically integrated beekeeper-to-bottle Manuka supplier with bulk/private-label capabilities.
• Manuka Health New Zealand: Manuka Health is a New Zealand producer of MGO-graded Manuka honey in monofloral and multifloral grades, with a strong international presence in Asia-Pacific and Europe. Directly comparable to Steens on product architecture (MGO tiers), DTC sales, and UMF-style authentication.
• Wedderspoon: Wedderspoon is a US-distributed Manuka and raw honey brand selling UMF/MGO-graded jars through DTC e-commerce and major retail. Comparable to Steens because it targets the same North American consumer base with similar Manuka SKUs and premium positioning, though more retail-penetrated.
• Manuka Doctor: Manuka Doctor produces a tiered range of UMF and MGO-graded Manuka honey SKUs and distributes via DTC and retail in UK/Europe/US. Directly comparable on product grading, use-case marketing (wound care, digestion, immunity), and premium international pricing.

Emerging players

• Bee & You (Apimaye/Terra Pharma style raw honey exporters): Bee & You is a vertically integrated raw honey brand with multiple varietals including pine and oak honey, selling DTC globally. Comparable as an emerging premium international raw-honey brand pursuing the same wellness-leaning DTC audience as Steens, though not specialized in Manuka.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/steenshoney
• Pinterestpinterest.com/pin/create/button/?url=https://steenshoney.com

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Steens Honey