PURITI - Pure Manuka, Pure Quality
PURITI is a premium New Zealand Manuka honey brand, founded in 2018 within Midlands Apiaries Limited, selling UMF-certified monofloral honey jars, lozenges, sachets and skincare products direct-to-consumer globally through puriti.com from its Ashburton production facility.
- Company typePrivate
- Founded2018
- HeadquartersAshburton, New Zealand
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What PURITI - Pure Manuka, Pure Quality does
PURITI is a premium New Zealand Manuka honey brand, founded in 2018 as part of Midlands Apiaries Limited, a New Zealand honey producer with nearly 100 years of production history. The company produces and sells UMF-certified monofloral Manuka honey through its direct-to-consumer e-commerce platform puriti.com, offering products ranging from entry-level UMF 5+ jars (MGO 100, from $20.99 USD for 250g) to ultra-premium UMF 31+ Grand Cru Premier Reserve jars (MGO 1722, priced at $1,225.99 USD), as well as UMF 12+ lozenges, UMF 10+ snap packs and sachets, Manuka-infused lip balm and hand cream, bundle packages, and gift cards. PURITI differentiates technically through higher MGO concentration floors than UMF certification requires (e.g., 550+ mg/kg minimum for UMF 15+ versus a 514 mg/kg industry minimum), 11+ proprietary anti-counterfeit security measures including Black Light Invisible Ink on jars, single-source packing operations, and MPI five-factor monofloral authentication. The brand holds an unusually dense certification stack including UMFHA License #2888, MPI certification (#MAL01/01), SQF food safety certification, Toitū Net Carbon Zero certification, FernMark NZ Made, Halal NZ, Vegetarian Society approval, Glyphosate Residue Free certification, Secure Exports Scheme membership, and Risk Management Programme registration.
PURITI operates exclusively through direct-to-consumer e-commerce, shipping globally via DHL International from a single facility in Ashburton, Canterbury, New Zealand (free international shipping on orders over $100 USD, $20 otherwise), with New Zealand domestic shipping via Post Haste. The company targets two primary customer segments: health-conscious consumers seeking authenticated premium wellness products for daily use, immune support and sore throat relief, and premium/luxury gift buyers. Marketing is driven by content (The Hive blog), an email newsletter with a 25% first-order incentive, organic social on Facebook and Instagram, earned media across NZ Business, Newshub, Food & Beverage Magazine, Idealog, New Zealand Herald, Stuff.co.nz and Vanilla Luxury Singapore, the PURITI Perks loyalty and referral programme ($50 referral reward), and Judge.me verified reviews (249 reviews averaging 4.86/5 stars). PURITI has earned consecutive Gold and Platinum awards at the London International Honey Awards in 2024, 2025 and 2026, employs 101-250 people, and is 100% locally New Zealand-owned.
PURITI - Pure Manuka, Pure Quality firmographics
Firmographics- Name
- PURITI - Pure Manuka, Pure Quality
- Legal name
- PURITI
- Website
- https://puriti.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- PURITI is a premium New Zealand Manuka honey brand, founded in 2018 within Midlands Apiaries Limited, selling UMF-certified monofloral honey jars, lozenges, sachets and skincare products direct-to-consumer globally through puriti.com from its Ashburton production facility.
- Ownership category
- akta.pro rank
PURITI - Pure Manuka, Pure Quality industry classification
Industry- Product category
- Premium Manuka Honey
- NAICS
- All Other Specialty Food Retailers (445298), Food (Health) Supplement Retailers (456191)
- SIC
- Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Food And Kindred Products (2000)
- akta.pro primary industry
- Probiotics & Digestive Health Supplements (CRADAGAF)
- akta.pro secondary industry
- Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)
Keywords
Where PURITI - Pure Manuka, Pure Quality is headquartered
LocationHeadquarters
- HQ city
- Ashburton
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
PURITI - Pure Manuka, Pure Quality business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Direct E-commerce Sales: PURITI generates revenue through direct-to-consumer online sales of premium UMF-certified Manuka honey products, including jars, bundles, lozenges, snap packs, and skincare items. Sales are one-time transactions with no subscription model visible.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level UMF 5+ | MGO 100 Manuka honey jar |
| Unit Pricing | Pay-as-you-go | Everyday use UMF 10+ | MGO 300 Manuka honey jar |
| Unit Pricing | Pay-as-you-go | Popular UMF 15+ | MGO 550 Manuka honey jar |
| Unit Pricing | Pay-as-you-go | Premium UMF 20+ | MGO 850 Manuka honey jar - Platinum award winner |
| Unit Pricing | Pay-as-you-go | Ultra-premium UMF 25+ | MGO 1200 Limited Reserve - Platinum award winner |
| Unit Pricing | Pay-as-you-go | Ultimate UMF 31+ | MGO 1722 Grand Cru Premier Reserve - Gold award winner |
| Unit Pricing | Pay-as-you-go | Manuka Honey Lozenges UMF 12+ | MGO 400 |
| Unit Pricing | Pay-as-you-go | Manuka Honey Lip Balm |
| Unit Pricing | Pay-as-you-go | Nourishing Hand Cream with Manuka Honey |
| Unit Pricing | Pay-as-you-go | Various Bundle Packages (Saver Bundles, Queen Bee, Pamper Pack, Wellness) |
| Subscription | Pay-as-you-go | PURITI Gift Card |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
PURITI - Pure Manuka, Pure Quality product offering
Product offeringCore offering
PURITI produces and retails premium UMF-certified monofloral Manuka honey sourced from New Zealand, sold directly to consumers worldwide through its own e-commerce store. The product range spans six honey potency grades (UMF 5+ to UMF 31+) in 250g and 500g jars, plus single-serve formats (lozenges, snap packs, sachets), Manuka honey-infused skincare (lip balm, hand cream), and curated multi-product bundles. All products are packaged at a single centralized facility in Ashburton, New Zealand with full batch traceability and 11+ anti-counterfeit security measures.
Product overview
PURITI is a premium New Zealand Manuka honey brand offering a portfolio of UMF-certified raw Manuka honey products at various potency levels (UMF 5+ to UMF 31+), along with single-serve formats (lozenges, snap packs, sachets), skincare products (lip balm, hand cream), and value bundles. The core offering consists of raw monofloral Manuka honey jars graded by UMF (Unique Manuka Factor) and MGO (Methylglyoxal) concentration levels, supplemented by convenient single-serve formats for on-the-go consumption and skincare products leveraging Manuka honey's properties.
Differentiator
Problem solved
Functional benefit
Products and services
- Manuka Honey UMF 5+ | MGO 100
Quantifiable outcome
- MGO concentration exceeds UMF minimum by 7% for UMF 15+ products (550+ mg/kg vs 514 mg/kg industry minimum)
- +1 more outcomes
Companies that use PURITI - Pure Manuka, Pure Quality
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
PURITI - Pure Manuka, Pure Quality technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
PURITI - Pure Manuka, Pure Quality partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Midlands Apiaries LimitedcorePURITI was founded in 2018 as part of Midlands Apiaries Limited. Midlands Apiaries has honey production history dating back almost 100 years. PURITI operates as the premium brand division of this established New Zealand honey producer.
Scale indicators6 records
Recent moves7 records
Expansion highlights5 records
PURITI - Pure Manuka, Pure Quality competitors and assessment
Company assessmentDirect peers
- Wedderspoon: Wedderspoon is a US-headquartered Manuka honey brand sourcing from New Zealand beekeepers, selling UMF/MGO-graded jars, lozenges, and skincare via DTC and major US retailers. It competes directly with PURITI for North American consumer spend on certified Manuka.
- Arataki Honey: Arataki Honey is a long-established New Zealand honey producer and UMFHA member producing UMF-graded Manuka honey alongside other varietals. It is a domestic NZ peer with similar certification pedigree and jar-based product mix.
- Steens Honey: Steens Honey is a New Zealand Manuka honey brand producing UMF-certified raw honey, lozenges, and bundled formats sold internationally. It directly parallels PURITI's product portfolio, NZ origin, and global DTC strategy.
- New Zealand Honey Co. New Zealand Honey Co. is a NZ-based UMF-licensed Manuka honey exporter with strong presence in Asian markets, particularly China. It competes with PURITI for the same Asian consumer demand for premium UMF Manuka honey.
- Manuka Health New Zealand: Manuka Health is a NZ-based UMFHA-licensed producer of MGO-graded Manuka honey with global DTC distribution. Its product grading structure (MGO/UMF), jar sizes, and direct-to-consumer international shipping model closely mirror PURITI's, making it a direct peer in the premium segment.
- Comvita: Comvita is New Zealand's largest listed Manuka honey brand and a UMFHA licensee producing UMF-certified honey jars, lozenges, and wellness products via global retail and DTC. It is the most direct competitor to PURITI in certified monofloral Manuka honey at every UMF tier.
Emerging players
- Tahi Honey: Tahi Honey is a New Zealand boutique Manuka honey brand emphasizing single-source traceability and sustainability storytelling. It targets the same premium-conscious buyer as PURITI but with a narrower product range and stronger narrative-led positioning.
Others
- Midlands Apiaries (parent): Midlands Apiaries is PURITI's parent company and a long-established NZ honey packer with nearly 100 years of beekeeping history. It is not a market competitor to PURITI but provides upstream supply, production capacity, and brand heritage that frame PURITI's positioning.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key highlights7 records
Customer concentration
PURITI - Pure Manuka, Pure Quality social profiles
Digital presencePURITI - Pure Manuka, Pure Quality compliance and trust
Trust signalCompliance9 records
PURITI - Pure Manuka, Pure Quality financial estimates
Financial estimateRevenue estimate
Valuation estimate
PURITI - Pure Manuka, Pure Quality leadership team
Management profileNumber of profiles
PURITI - Pure Manuka, Pure Quality funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PURITI - Pure Manuka, Pure Quality M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PURITI - Pure Manuka, Pure Quality
What does PURITI - Pure Manuka, Pure Quality do?
PURITI produces and retails premium UMF-certified monofloral Manuka honey sourced from New Zealand, sold directly to consumers worldwide through its own e-commerce store. The product range spans six honey potency grades (UMF 5+ to UMF 31+) in 250g and 500g jars, plus single-serve formats (lozenges, snap packs, sachets), Manuka honey-infused skincare (lip balm, hand cream), and curated multi-product bundles. All products are packaged at a single centralized facility in Ashburton, New Zealand with full batch traceability and 11+ anti-counterfeit security measures.
Is PURITI - Pure Manuka, Pure Quality a public or private company?
PURITI - Pure Manuka, Pure Quality is a private company. It is classified as corporate owned and is currently operating.
When was PURITI - Pure Manuka, Pure Quality founded?
PURITI - Pure Manuka, Pure Quality was founded in 2018. It employs 101 to 250 people.
Where is PURITI - Pure Manuka, Pure Quality based?
PURITI - Pure Manuka, Pure Quality is headquartered in Ashburton, New Zealand, in the Oceania region.
How does PURITI - Pure Manuka, Pure Quality make money?
One revenue line is on record: direct E-commerce Sales.
Who are PURITI - Pure Manuka, Pure Quality's main competitors?
Direct peers on record are Wedderspoon, Arataki Honey, Steens Honey, New Zealand Honey Co., Manuka Health New Zealand and Comvita. Tahi Honey is listed as an emerging player. Midlands Apiaries (parent) is listed as an others.
Does PURITI - Pure Manuka, Pure Quality have an API?
No public API is recorded for PURITI - Pure Manuka, Pure Quality.
What industry is PURITI - Pure Manuka, Pure Quality in?
PURITI - Pure Manuka, Pure Quality's product category is Premium Manuka Honey. Its primary akta.pro industry code is CRADAGAF, Probiotics & Digestive Health Supplements, with a secondary code of CRADAGAI, Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots). Its NAICS code is 445298 and its SIC code is 2030.