Honey New Zealand

What Honey New Zealand does

Honey New Zealand is a New Zealand-headquartered specialty food company that produces and sells UMF-certified Manuka honey under a fully vertically integrated hive-to-home model. The company owns and operates more than 10,000 beehives across the North and South Islands of New Zealand, employs a 15-person beekeeping team led by Head Beekeeper Dave 'Sticky' Adams, and runs extraction and packing facilities in Hamilton equipped with sterile steel processing equipment capable of filling 110 jars per minute. Its core product portfolio consists of nine Manuka honey SKUs spanning UMF 6+ through UMF 18+ strength grades in 250g and 500g jars, priced from £19.99 to £59.99, with each batch independently laboratory-tested for UMF certification (Licence Number 1043 from the Unique Manuka Factor Honey Association) and traceable back to the GPS coordinates of specific apiary hives.

The business operates through three go-to-market channels: direct-to-consumer e-commerce via honeynz.co.uk with next-day UK courier delivery; a dedicated wholesale trade portal for independent health food stores, farm shops, and delis (minimum £50 order); and international distribution through regional partners including Bio Vista Ltd in Hong Kong, with additional presence in Australia, the USA, and New Zealand. A private label service is offered via the Manuka Doctor UK brand, enabling retailers to rebrand Honey New Zealand's certified honey. The UK trading entity, Honey New Zealand Europe Ltd, is registered in England and Wales (company number 6749622) and headquartered in Hinckley, and the company is described as one of New Zealand's few independently owned Manuka honey businesses with roots tracing back to 1909.

The technology backbone centers on the UMF grading system, which tests for four chemical markers (MGO, DHA, Leptosperin, HMF), and a hive-to-home traceability system that logs GPS coordinates of apiary sites and exposes batch verification online. Marketing is conducted through content marketing (company blog, newsletter), trade event presence (Natural Products Europe, CAM EXPO, NHT Natural Health Trade Summit), a customer loyalty credit program, and SEO. The company won Platinum in the Quality category at the London Honey Awards 2021. No AI/ML capabilities, external funding rounds, or material M&A activity are disclosed in the source material.

Name

Honey New Zealand

Legal name

Honey New Zealand Europe Ltd

Website

https://honeynz.co.uk

Company type

Private

Founded year

1909

Operating status

Operating

Headcount range

11–50 employees

Short description

Honey New Zealand produces and sells UMF-certified Manuka honey through a fully vertically integrated hive-to-home model, operating 10,000+ beehives in New Zealand and selling nine SKUs (UMF 6+ through 18+) via UK DTC e-commerce, a wholesale trade portal, independent health food store stockists, and international distributors.

Ownership category

akta.pro rank

Product category

Specialty Manuka Honey

NAICS

Apiculture (11291), Apiculture (112910)

SIC

Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro industry

PRIMARYAFAEAHAA

Honey Production & Extraction

Agriculture & Food Production/Animal Production & Aquaculture/Apiculture (Beekeeping)

SECONDARYAFAEAHAL

Honey Packaging, Bottling & Private Labeling

Agriculture & Food Production/Animal Production & Aquaculture/Apiculture (Beekeeping)

SECONDARYAFAKADAL

Honey & Natural Sweet Spreads Manufacturing

Agriculture & Food Production/Food Processing & Manufacturing/Condiments, Sauces, Dressings & Spreads Manufacturing

SECONDARYAFAJAAAL

Honey & Apiculture Sweeteners (Honey, Honey Powders)

Agriculture & Food Production/Food Ingredients & Additives/Sweeteners (Sugar, Syrups, High-Intensity Sweeteners)

Keywords

• UMF Manuka honey
• New Zealand honey
• Wholesale Manuka supply
• Private label Manuka
• Specialty honey retail

Headquarters

HQ city

Hinckley

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct to Consumer E-commerce: Selling UMF-rated Manuka honey products directly to consumers through their honeynz.co.uk website. Products are shipped via courier with signature required upon delivery. Next-day courier options available.
2. Wholesale Trade Sales: Bulk sales to independent health food stores, farm shops, and delis through their wholesale trade portal. Minimum order of £50 for wholesale. Special discounts on single units, three-packs and six-packs. No credit terms offered.
3. International Distribution: Products distributed internationally through regional partners including Hong Kong (Bio Vista Ltd). Products shipped from New Zealand to global markets including UK, Australia, USA, and Hong Kong.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Honey New Zealand produces, packs and sells UMF-certified Manuka honey harvested from its own 10,000+ beehives across New Zealand. The retail range spans six UMF strength grades (UMF 6+, 8+, 10+, 12+, 15+ and 18+) in 250g and 500g jars, dual-labelled with MGO ratings and independently laboratory tested. The company supplements consumer retail with a wholesale trade portal for independent health food stores, a private-label service, an online batch traceability system linking every jar to its source apiary via GPS, and a customer loyalty credit program.

Product overview

Honey New Zealand is a specialty food company selling premium UMF (Unique Manuka Factor) rated Manuka honey from New Zealand. The core product portfolio consists of nine distinct Manuka honey SKUs across five UMF strength levels (UMF 6+, 8+, 10+, 12+, 15+, and 18+), available in 250g and 500g jar sizes. Each product is independently laboratory tested to guarantee its UMF rating and MGO (methylglyoxal) level, with dual labeling for both UMF and MGO rating scales. Supporting services include a wholesale trade portal for independent retailers, private label arrangements, an online batch traceability system for authenticity verification, and a customer loyalty credit program. The company operates a vertically integrated model from hive to home, owning beehives, extraction facilities, and packing operations in New Zealand.

Differentiator

Problem solved

Functional benefit

Products and services

• HNZ UMF 6+ Manuka Honey 250g

Quantifiable outcome

• 100% New Zealand Manuka honey - certified to meet New Zealand Government's high export standard
• +3 more outcomes

Named customers6 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Bio Vista LtdcoreChannel Partner/ Reseller/ DistributorRegional distributor for Hong Kong market. Located at Rm 1202B, 12/F, Kai Tak Commercial Building, 317 & 319 Des Voeux Rd Central, Hong Kong. Website: www.biovista.com.hk
• DPD CourierminorOthersUK delivery courier service used for order fulfillment. Signature required upon delivery. Used for orders under £40 (charged) and free for orders £40+.
• Hermes CourierminorOthersUK delivery courier service provider for order fulfillment.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Hilltop Honey: Hilltop Honey is a UK-based honey brand focused on premium and Manuka honey ranges sold through UK grocery and health retail. It competes with Honey New Zealand for the same UK health-conscious honey consumer, though it sources rather than produces Manuka from New Zealand.
• Airborne Honey: Airborne Honey is a heritage New Zealand honey brand owned by Fondazione. It produces Manuka and other varietal honeys for domestic and export markets. Comparable as a long-established NZ honey brand, though it has a broader non-Manuka product range than Honey New Zealand.

Direct peers

• Steens Honey: Steens Honey is a New Zealand Manuka honey producer with vertically integrated hive-to-jar operations and UMF-certified products exported globally. It mirrors Honey New Zealand's vertically integrated model, premium positioning, and multi-market distribution.
• Wedderspoon: Wedderspoon is a New Zealand-origin Manuka honey brand with strong US DTC and retail presence. It sells UMF/MGO-rated Manuka jars at comparable premium price points and targets the same health-conscious consumer as Honey New Zealand.
• Manuka Doctor: Manuka Doctor is a New Zealand-origin Manuka honey brand selling UMF-rated products in the UK and globally via DTC and private label. The Manuka Doctor footer on Honey New Zealand's site suggests an affiliated or related entity, and its product range, markets, and UMF positioning directly overlap with Honey New Zealand.
• New Zealand Honey Co. New Zealand Honey Co. is a UMF-licensed NZ Manuka honey producer with vertically integrated supply and global export. It targets the same premium UMF-rated segment as Honey New Zealand and is comparable in scale and product structure.
• Arataki Honey: Arataki Honey is one of New Zealand's largest beekeeping operations, producing UMF-rated Manuka honey and bulk varietals for retail and export. It is comparable as a vertically integrated NZ Manuka producer with global distribution and a similar beekeeping scale to Honey New Zealand.
• Manuka Health (now part of Comvita): Manuka Health is a New Zealand-based UMF-licensed Manuka honey brand focused on MGO/UMF-rated jars sold internationally via DTC and retail. It competes head-to-head with Honey New Zealand on the same UMF strength ladder and similar wellness positioning.

Broad incumbents

• Rowse Honey: Rowse is the largest UK honey brand with broad distribution across grocery multiples. While it does not specialize in Manuka, it competes for shelf space and consumer share-of-stomach in UK honey and overlaps with Honey New Zealand's UK retail and DTC channels.
• Comvita: Comvita is New Zealand's largest publicly listed Manuka honey producer and UMFHA-licensed brand. It is the most direct scaled competitor to Honey New Zealand, operating its own apiary network, vertically integrated processing, and global retail distribution across UMF-rated Manuka SKUs in the same premium category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/honey-new-zealand--europe-limited

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Honey New Zealand