The Rare Honey Company

What The Rare Honey Company does

The Rare Honey Company is a family-owned beekeeping business operating a vertically integrated honey supply chain, with apiary sites in the remote native forests of South Western Australia (Margaret River, Pemberton, and Esperance regions) and commercial operations headquartered in Singapore. The company produces and sells 100% raw, cold-filtered, small-batch bioactive honeys sourced exclusively from its own hives, with product variants including Jarrah (TA10+ to TA50+), Redgum (TA10+ and TA20+), Blackbutt (TA30+), Creamed Karri (TA10+), Coastal Wildflower (TA10+), and Australian Manuka (UMF5+). Supporting lines include raw full-frame and hand-cut honeycomb, bee pollen superfood, and black truffle-infused honey, complemented by premium gift boxes, accessories, and a co-branded candle line produced via an exclusive partnership with Australian artisan NEUVE.

The company's core technology centers on cold filtration and small-batch processing to preserve natural enzymes and bioactive compounds, paired with a proprietary Total Activity (TA+) grading system measuring both Peroxide Activity (PA) and Non-Peroxide Activity (NPA). Each batch is independently tested and certified by ChemCentre, Western Australia's statutory chemical analysis authority, with additional third-party testing covering 374 agricultural pesticides, 21 antibiotics, E.Coli and Coliform bacteria, HMF levels, moisture content, and C4 sugar adulteration. All certifications are published openly on the company website, functioning as the primary differentiation against commercial honey that lacks equivalent verification, and supplemented by B-Qual certification covering Australian quality, purity, and responsible beekeeping standards.

The business model combines direct-to-consumer e-commerce through a Shopify storefront with a physical retail store, cafe, and honey tasting bar at 19 Joo Chiat Place, Singapore, complemented by a wholesale B2B channel for cafes, restaurants, and bakeries. Unit pricing ranges from SGD 8 for accessories to SGD 138 for full-frame honeycomb, with gift boxes priced SGD 26-112 and core honey jars SGD 20-63; a subscription/recurring purchase option and a points-based loyalty program (10 points per SGD 1 spent, 100-point signup bonus) support repeat purchasing. Customer segments span health-conscious consumers (primary), gift buyers, food-service wholesale accounts, and cafe/tasting-bar experience seekers, with international shipping currently enabled across Singapore, Malaysia, Indonesia, Philippines, Brunei, Taiwan, Hong Kong, and Australia via DHL.

Name

The Rare Honey Company

Legal name

The Rare Honey Company

Website

https://therarehoneycompany.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

The Rare Honey Company is a family-owned Singapore-headquartered beekeeping business producing 100% raw, cold-filtered, ChemCentre-certified bioactive Australian honeys via DTC e-commerce, a Joo Chiat retail cafe, and wholesale food-service channels across Asia-Pacific.

Ownership category

akta.pro rank

Product category

Specialty Raw Honey

NAICS

Apiculture (112910)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Honey Production & Extraction (AFAEAHAA)

akta.pro secondary industries

Honey & Natural Sweet Spreads Manufacturing (AFAKADAL), Honey Packaging, Bottling & Private Labeling (AFAEAHAL)

Keywords

• Raw bioactive honey
• Single-origin honey
• Premium natural honey
• Specialty food products
• Honey wholesale supply

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Online sales through Shopify storefront to consumers in Singapore and internationally; products include various honey varieties, bee pollen, gift boxes, and accessories
2. Retail Store (Cafe & Tasting Bar): Physical retail location at Joo Chiat offering coffees, honey drinks, bakes, and honey tastings; in-store pickup for online orders
3. Wholesale B2B: Bulk sales to cafes, restaurants, and bakeries; includes whole and half frames of pure honeycomb
4. Subscription/Recurring: Subscription purchase option available for regular honey deliveries

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

The Rare Honey Company produces and sells 100% pure, raw, cold-filtered, small-batch bioactive honey sourced from its own apiaries in the native forests of South West Western Australia. Its core range includes single-origin Jarrah, Redgum, Karri, Blackbutt, Coastal Wildflower, and Manuka honeys certified on the Total Activity (TA+) scale, alongside bee pollen, raw honeycomb, black truffle honey, and gift boxes. The company also operates a retail cafe and honey tasting bar in Singapore's Joo Chiat area, and supplies bulk honey wholesale to food-service businesses.

Product overview

The Rare Honey Company offers a portfolio of 100% raw, cold filtered, small batch Australian honey products sourced from pristine wilderness of South Western Australia. The core product line includes single-origin bioactive honeys (Jarrah, Redgum, Karri, Blackbutt, Coastal Wildflower, Manuka) with Total Activity (TA) ratings ranging from TA10+ to TA50+, and UMF5+ for Manuka. Supporting products include bee pollen superfood, raw honeycomb (full frames, uncut, hand-cut), and black truffle honey infusion. The gifting range encompasses High Potency Giftboxes (Jarrah TA50+, Blackbutt TA30+), Reserve Range Honey Collection, Mini Collection, Honey Favours, Festive Pack, and Recovery Pack. Complementary accessories include honey twirlers and custom cotton pouches/bags. Candle products are offered through exclusive partnership with Australian artisan NEUVE. The company also operates a retail store with cafe and honey tasting bar at Joo Chiat, Singapore.

Differentiator

Problem solved

Functional benefit

Products and services

• Super Jarrah TA 20+ (Active) Premium raw bioactive honey from the rare Jarrah tree in South Western Australia with TA 20+ certification; 260g jar with toffee-like texture and treacle sweetness. For health-conscious consumers seeking certified antibacterial honey.
• Coastal Wildflower TA 10+ (Active) Seasonal honey from wild flowering trees along Australia's south west coast with TA 10+ certification, floral, sweet and balanced taste. For entry-level bioactive honey consumers.
• Creamed Karri TA 10+ (Active) 100% pure honey from the native Karri tree, slowly churned for over a month to create a smooth, creamy spread with TA 10+ certification and marshmallow and butterscotch flavours.
• Beekeeper's Reserve Range - Jarrah Honey TA 50+ (Active) Limited edition premium honey with the highest TA rating in the range; Jarrah honey certified TA 50+ for maximum antibacterial and antimicrobial properties.
• Blackbutt Honey TA 30+ (Active) Raw honey sourced from pristine forests of South West Western Australia with TA 30+ certification, dark, rich sweetness and burnt caramel notes.
• Jarrah Honey TA 10+ (Active) Entry-level Jarrah honey with TA 10+ certification, toffee-like texture with treacle sweetness and distinctive aromatic finish.
• Super Redgum TA 20+ (Active) High-potency Redgum honey with TA 20+ certification, lightly smoked flavour with spicy and floral aftertaste.
• Redgum Honey TA 10+ (Active) Raw Redgum honey from native forests along the south coast of Western Australia with TA 10+ certification, lightly smoked flavour and spicy floral aftertaste.
• Manuka Honey UMF5+ 100% raw Australian active Manuka honey sourced from own Manuka orchards, UMF5+ certified with unique non-peroxide activity (NPA), antiviral, anti-inflammatory and antioxidant benefits.
• Wildflower Honey with Hand-Cut Honeycomb Coastal wildflower honey with hand-cut honeycomb floating inside, raw and cold filtered with all natural goodness captured in the jar.
• Black Truffle Honey Black truffle flavours infused into premium Western Australian active wildflower honey; 140g jar suitable for cheese boards, cured meats and hot toast.
• Bee Pollen 100% natural, ethically sourced Western Australian wildflower bee pollen; 140g nutrient-dense superfood with subtle sweet and floral flavour.
• 100% Natural Full Frame Honeycomb Limited production honeycomb from own hives; each frame contains 1.5kg-2kg of premium raw honey, suitable for pairing with cheese or grazing tables.
• Uncut Honeycomb - 160g Pure honeycomb placed directly in hives so no human hand touches it; 160g portion sealed in purpose-made cassettes.
• Mini Collection Limited Edition Giftbox Limited edition gift box with full TA 10+ range 65g mini jars in book-case box, including honey twirler.
• High Potency Jarrah Giftbox Reserve Range Jarrah TA50+ in emerald book-case gift box with honey twirler; premium presentation for the honey enthusiast.
• High Potency Blackbutt Giftbox Premium Blackbutt TA30+ in royal blue book-case gift box with honey twirler; custom-made limited edition collection.
• Reserve Range Honey Collection Three finest single origin honeys (Super Jarrah TA 20+, Super Redgum 20+, Wildflower with hand cut honeycomb) in handsome custom made gift box with wood honey twirler.
• Recovery Pack Wellness bundle including Super Redgum TA 20+ 260g, uncut pure honeycomb 160g, cotton tote bag, cotton pouch and handwritten gift card with free Singapore shipping.
• Festive Pack Festive gift selection featuring custom Bergamot Rooibos tea from A.Muse Projects paired with Redgum honey, Coastal Wildflower and Jarrah mini jars, wood honey twirler, tote bag and drawstring pouch.
• Honey Favours Giftbox Cobalt favours box containing Coastal Wildflower TA 10+ and Jarrah TA 10+ mini tasting jars (65g each).
• Immunity Boost Kit: Bee Pollen & Blackbutt Honey TA 30+ Fast wellness bundle combining Bee Pollen and Blackbutt Honey TA 30+ for immune support.
• Super Jarrah TA 20+ & Bee Pollen Pack Combined offering of Super Jarrah TA 20+ bioactive honey and bee pollen for enhanced wellness benefits.
• Sweet & Sticky Candle Artisan candle in collaboration with NEUVE; creamy vanilla, honey and nutmeg notes blended with caramel, butter and chopped nuts; Premium Beesoy Blend Wax, 100% wood lead-free wick, 60-hour burn time, 300g. Hand-poured in Perth, Western Australia.
• Lost in the Woods Candle Premium soy blend wax candle with fresh herbs, oakmoss, ebony woods, musk and tonka notes, creating an earthy, mystical evening atmosphere.
• More Espresso Less Depresso Candle Rich roasted South American coffee bean fragrance candle featuring Brazilian, Colombian and Ecuadorian coffee notes with espresso base.
• Joo Chiat Cafe and Honey Tasting Bar Physical retail store, cafe and honey tasting bar at 19 Joo Chiat Place, Singapore; offers coffees, honey drinks, bakes, and honey tastings; free honey-infused beverage with S$65 honey purchases; open Mon-Thu 11am-7pm, Fri-Sun 10am-7pm.
• Wholesale Honey Supply (B2B) Bulk B2B sales channel to cafes, restaurants, and bakeries, including whole and half frames of pure honeycomb; orders placed in-store or via email.
• Honey Subscription (Recurring Delivery) Subscription purchase option for regular honey deliveries to consumers seeking ongoing access to bioactive raw honey.

Quantifiable outcome

• TA rating correlation: TA 20+ equivalent to MGO/UMF 829; TA 15+ equivalent to MGO/UMF 550; TA 10+ equivalent to MGO/UMF 263
• +4 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered minor and core.

• NEUVEminorOEM/ Whitelabel/ Licensing PartnerExclusive partnership with Australian artisan NEUVE for the Sweet & Sticky Candle; NEUVE hand-pours the candle locally in Perth, Western Australia using Premium Beesoy Blend Wax with honey, vanilla, nutmeg, caramel, butter, and nut scents; sold exclusively through The Rare Honey Company
• A.Muse ProjectsminorStrategic or Co-development PartnerSpecialty tea house that created custom Bergamot Rooibos tea blend featured in The Rare Honey Company's Festive Pack; tea pairs with Redgum honey
• ChemCentrecoreTechnology or IntegrationWestern Australian statutory authority on specialised chemical analysis; independently tests and certifies all honey for Total Activity (TA+) ratings and purity; provides official certification documentation for products

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Hilltop Honey: Hilltop Honey is a UK-based premium honey brand with a range of raw, single-origin, and Manuka-blend honeys sold through DTC and retail. Comparable to The Rare Honey Company in premium raw varietal assortment, gifting packaging, and content-led brand building around honey authenticity.
• The Honey Company: The Honey Company is an Australian artisan honey brand selling raw, single-origin varietals direct to consumers. Comparable to The Rare Honey Company in Australian-sourced, small-batch, premium positioning and online retail-led go-to-market.

Broad incumbents

• Capilano Honey: Capilano is Australia's largest honey brand with broad retail distribution and a portfolio spanning everyday honeys, premium varietals, and Manuka blends. Comparable to The Rare Honey Company as an Australian honey incumbent whose premium and authentic varietals most directly overlap with TRHC's positioning.
• Comvita: Comvita is the largest Manuka honey specialist globally, with vertically integrated beekeeping in New Zealand and a wide SKU range across UMF-graded honey, propolis, and wellness products. It is comparable to The Rare Honey Company as the dominant incumbent in the premium bioactive honey category the company is competing in.

Regional players

• Dabur Honey: Dabur Honey is one of India's largest packaged honey brands with strong South Asian distribution and a growing premium and specialty honey portfolio. Comparable to The Rare Honey Company in the broader branded honey category and Southeast Asian shelf competition, though positioned more on volume than bioactive certification.

Direct peers

• Manuka Health New Zealand: Manuka Health is a New Zealand-based producer and global brand of premium UMF and MGO-graded Manuka honey, with comparable focus on bioactive certification, purity testing, and DTC plus wholesale distribution. Closest direct competitor to The Rare Honey Company's TA+ positioning.
• Honey New Zealand (Natural Honey Co.): Natural Honey Co. (Honey New Zealand) is a boutique Manuka honey producer emphasizing UMF certification, raw processing, and premium gift packaging. Comparable to The Rare Honey Company in scale, premium gifting focus, and DTC-led bioactive honey positioning.
• New Zealand Honey Co. New Zealand Honey Co. produces premium UMF-certified Manuka and other New Zealand varietals for global DTC and food-service markets. Comparable to The Rare Honey Company in small-batch, single-origin bioactive honeys, premium gift packaging, and Asian distribution focus.
• Wedderspoon: Wedderspoon is a US-headquartered premium Manuka honey brand with strong DTC and retail presence, offering UMF-certified raw Manuka, KFactor grades, and wellness bundles. Comparable to The Rare Honey Company in DTC-led premium bioactive honey, gifting bundles, and influencer-driven brand building.
• Steens Honey: Steens Honey is a New Zealand Manuka honey producer with vertically integrated hives, UMF certification, and broad international retail distribution. Comparable to The Rare Honey Company in single-origin bioactive positioning, hive-to-jar supply chain control, and premium gift pack assortment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/therarehoneycompany
• Facebookfacebook.com/therarehoneycompany

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

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 The Rare Honey Company