Superbee Honey Factory

What Superbee Honey Factory does

Superbee Honey Factory is a privately held Australian honey producer and retailer founded in 1968, headquartered in Forbes, New South Wales, where approximately 40% of Australia's honey is produced. The company sources monofloral and polyfloral honey from beekeepers across NSW, Queensland, Victoria, South Australia and Tasmania, with additional Manuka honey sourced from New Zealand. Its product portfolio spans raw and varietal honeys (Orange Blossom, Iron Bark, Yellow Box, Eucalyptus, Macadamia, Tasmanian Leatherwood, Rainforest), infused blends (Honey & Ginger, Honey & Lemon, Honey & Cinnamon), and value-added bee products including Royal Jelly and Propolis Candy, along with gift items such as decorative honey pots and bee-themed accessories.

The business operates a direct-to-consumer model through three primary channels: an e-commerce storefront at superbee.com.au, a physical retail shop at the Forbes headquarters, and the Currumbin "beeside attraction" on the Gold Coast, which features Live Bee Shows and is described as Australia's only such attraction. Products are priced in unit-purchase bands of approximately $6.20 to $35.60 depending on size and category. The company also exports internationally, indicating a global consumer trading reach beyond domestic direct sales. The co-owners, Ross and Cheryl Christiansen, have led the business since 2005, and the company has remained continuously family-owned with no disclosed institutional investment or external capital.

The company's competitive position is anchored in 50+ years of brand heritage, geographic proximity to Australia's primary honey-producing region, an established multi-region beekeeper network, and a differentiated tourism component at Currumbin. Climate and supply volatility have periodically constrained capacity, notably in 2015 when supply was limited to pre-existing customers and in 2019 during the worst drought in Australian history. The company employs between 11 and 50 people and does not disclose financial performance publicly.

Name

Superbee Honey Factory

Legal name

Superbee Honey

Website

https://superbee.com.au

Company type

Private

Founded year

1968

Operating status

Operating

Headcount range

11–50 employees

Short description

Superbee Honey Factory is a privately held Australian honey producer, founded in 1968 and based in Forbes, NSW, that sources monofloral and polyfloral honey from beekeepers across multiple Australian states and sells pure honey, Royal Jelly, Propolis, and gift items directly to consumers through e-commerce, two retail locations, and a Gold Coast tourism attraction.

Ownership category

akta.pro rank

Product category

Honey & Bee Products

NAICS

Apiculture (11291), Sugar and Confectionery Product Manufacturing (3113)

SIC

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

akta.pro primary industry

Honey Production & Extraction (AFAEAHAA)

akta.pro secondary industries

Honey Packaging, Bottling & Private Labeling (AFAEAHAL), Honey & Apiculture Sweeteners (Honey, Honey Powders) (AFAJAAAL)

Keywords

• Pure honey production
• Bee products manufacturing
• Royal jelly supplements
• Propolis throat candy
• Honey gift retail

Headquarters

HQ city

Forbes

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Revenue model

1. Honey and Bee Product Sales: Direct sales of pure Australian honey varieties (Orange Blossom, Iron Bark, Floral Blend, Eucalyptus, Rainforest, Yellow Box, Macadamia, Raw Honey, Tasmanian Leatherwood), honey blends (Honey and Ginger, Honey and Lemon, Honey and Cinnamon), royal jelly products, and propolis candy. Also sells honey-themed merchandise including honey pots, bee salt & pepper shakers, and magnets.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Superbee Honey Factory produces and sells 100% pure Australian honey in monofloral and polyfloral varieties (Orange Blossom, Iron Bark, Floral Blend, Eucalyptus, Rainforest, Yellow Box, Macadamia, Raw Honey, Tasmanian Leatherwood, Manuka and Squeeze), honey blends with ginger, lemon and cinnamon, royal jelly products, and propolis candy. Offerings are sold in jars of 250g, 300g, 375g, 500g and 1kg, alongside a small line of honey-themed gift items including decorative honey pots, bee-shaped salt & pepper shakers and branded magnets.

Product overview

Superbee Honey Factory is a manufacturer of pure Australian honey and bee products, operating as a single unified product line. The core offering consists of monofloral and polyfloral honey varieties (Orange Blossom, Iron Bark, Floral Blend, Eucalyptus, Rainforest, Yellow Box, Macadamia, Raw Honey, Tasmanian Leatherwood, Manuka, Squeeze) and honey blends with ginger, lemon, and cinnamon. Additional products include Propolis Candy and Royal Jelly in various forms (fresh and capsules). The company also offers gift items including decorative honey pots, bee-themed kitchen accessories, and magnets. Founded in 1968, the company is Australia’s leading privately owned manufacturer of pure Australian honey, Royal Jelly and Propolis, sourcing from prime regions in New South Wales, Queensland, Victoria, South Australia and notably Forbes, NSW where 40% of Australia’s honey is sourced.

Differentiator

Problem solved

Functional benefit

Products and services

• Pure Australian Honey Range A range of 100% pure Australian honey varieties sourced from prime floral regions across NSW, Queensland, Victoria, South Australia and Tasmania, including monofloral and polyfloral jars sold in 250g, 500g and 1kg sizes for individual consumers who want authentic, region-specific Australian honey for everyday use, cooking and baking.
• Honey Blends (Ginger, Lemon, Cinnamon) Pure Australian honey blended with Buderim ginger (Honey and Ginger), lemon (Honey and Lemon) or cinnamon (Honey and Cinnamon), sold in 250g, 500g and 1kg sizes, intended for toast, tea, baking or direct consumption by individual consumers seeking flavoured honey variants.
• Royal Jelly Australian royal jelly offered in fresh and capsule form, containing water, proteins, sugars, fats and vitamins, taken as part of a balanced diet by health-conscious individual consumers.
• Propolis Candy Propolis candy for sore throat relief, sold in 300g and 1kg pack sizes, targeted at individual consumers seeking natural throat-soothing products.
• Honey-themed Gift Items (Honey Pots, Bee Salt & Pepper Shakers, Magnets) Branded decorative honey pots (large, orange, small white), bee-shaped salt & pepper shakers, and Superbee-branded magnets sold as gift items and souvenirs to individual consumers and tourists visiting the Forbes and Currumbin retail locations.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves8 records

Expansion highlights4 records

Direct peers

• Barnes Honey: Australian family-owned raw honey producer based in NSW. Directly comparable to Superbee as a regional Australian honey manufacturer with similar product range, raw/unfiltered positioning, and family-business model.
• Beechworth Honey: Australian premium honey producer focused on single-origin varietals and provenance storytelling. Comparable to Superbee in monofloral and polyfloral range, premium positioning, and DTC retail strategy.
• Manuka Health: New Zealand Manuka honey and propolis producer with UMF-graded products. Overlaps with Superbee's Manuka offering and propolis candy, serving similar health-conscious consumers seeking UMF-rated honey.

Emerging players

• Wedderspoon: Premium Manuka honey and propolis brand sold predominantly through DTC and natural retail in North America. Comparable to Superbee in propolis SKUs and premium honey positioning targeting health and wellness buyers.
• Drizzle Honey: Canadian specialty honey brand focused on single-origin varietals and DTC e-commerce. Comparable to Superbee in monofloral storytelling, premium packaging, and direct-to-consumer gifting positioning.

Regional players

• New Zealand Honey Co. New Zealand Manuka honey exporter supplying bulk and retail products. Comparable to Superbee's Manuka sourcing line and export distribution, though focused purely on Manuka rather than multi-varietal Australian honey.

Broad incumbents

• Hive & Wellness Australia: Australian honey cooperative and parent of Capilano, sourcing from over 700 beekeepers. Directly comparable as a major Australian honey producer competing for the same retail shelf space and consumer mindshare as Superbee.
• Capilano Honey: Australia's largest honey brand, owned by Hive & Wellness, sourcing from hundreds of Australian beekeepers. Directly comparable as an Australian honey manufacturer with broader scale and retail penetration than Superbee.
• Comvita: New Zealand-listed Manuka honey and propolis health products company. Comparable to Superbee in honey and bee-derived supplements (Royal Jelly, Propolis) and export-led growth, but with much larger scale.

Others

• Buderim Ginger: Australian ginger producer and Superbee's historical co-branding partner since 1996 for the Yellow Box honey and Buderim ginger blend. Adjacent comparable as a regional Australian food brand with similar tourism and retail positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/superbeehoney
• Instagraminstagram.com/superbee.honey
• Xx.com/superbee_honey
• LinkedInlinkedin.com/company/superbee-honey-factory

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 Superbee Honey Factory