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AND WHAT’S A PANTRY WITHOUT HONEY? Hive + Wellness Australia is claimed to be the country’s largest packer and marketer of honey, selling a range of brands through supermarkets including Woolworths, Coles and IGA, and independent retailers. Its best-known brand, Capilano, boasts it has been a firm favourite since launch in 1953. Capilano sources its “100 per cent pure Australian” honey from more than 800 beekeepers around the country. Other heritage brands owned by Hive + Wellness Australia include Barnes Naturals and Wescobee Honey. The company recently introduced Capilano Choc Honey Spread and Capilano Low GI Honey, which has been endorsed by the Glycemic Index Foundation. Also recently released is a 250g Upside Down Capilano Pure Honey, which is marketed as offering access to “this classic honey” in a preferred pack size at a lower shelf price. “We’re always looking at ways to innovate our range and grow consumer interest in honey,” Hive + Wellness CEO Ryan d’Almeida told Retail World. “We expect our Choc Honey Spread will hold strong appeal for Generation Z and millennials because of its taste, versatility and sustainably sourced ingredients. When we launched the product, we promoted it with a range of recipes and serving suggestions – things like smoothie bowls, baking treats and milkshakes – and have had a very positive response.” He adds that the company expects strong demand from families with school-aged children, given its key lunchbox-friendly attributes of being nut free and all natural. Impact of bushfires and Covid-19 on honey According to Mr d’Almeida, domestic honey supply has been severely affected by drought and bushfires this season. “This shortage has been compounded due to panic buying throughout the Covid-19 crisis, resulting in low honey reserves despite local pockets of good production – in general, Australian honey’s in short supply,” he said. “At the same time, there’s been no lack in demand, with honey remaining a staple in many households and also a common ingredient in cooking and baking.” Demand for honey is also being driven by a strong consumer desire for products that are “natural and nutritious”, he adds, with increasing aversion to products with additives and non-sustainable ingredients such as palm oil, which are included in some alternative breakfast spreads. “This works to our favour as honey is delicious pure goodness – no additives needed,” he said. Such demand has boosted sales of the company’s Australian active Manuka honey, Mr d’Almeida says, attributing this to growing consumer awareness as well as greater interest in health and wellbeing during the pandemic. Manuka honey product sales rose significantly during the first months of the Covid-19 outbreak in both the grocery and pharmacy sectors. Sales to Japan and China have been increasing, suggesting good long-term prospects for an industry that has recently been “hard hit”. Mr d’Almeida says Australian active Manuka honey is the “ultimate superfood” and Capilano the “number one” Australian Manuka honey brand. He adds that this honey is renowned worldwide for its natural antibacterial properties, and that every batch is independently tested to guarantee its methylglyoxal (MGO) activity level. MGO and the combined bioactive properties of Manuka honey have been shown to be effective in helping to promote wound healing and potentially kill superbugs such as antibiotic resistant bacteria and microbes. Research from the University of the Sunshine Coast shows that Australian active Manuka honey can have consistently higher levels of natural antibacterial activity than Manuka honey produced in New Zealand. It is believed that the warmer conditions and longer hours of sunshine result in the higher activity within the honey. However, it’s not just Manuka honey that’s selling well, according to Mr d’Almeida, with strong demand for many of the company’s products. He says Capilano benefits from a loyal consumer following and strong brand recognition nationwide, with shoppers recognising that the brand is an “assurance of quality, rigorous testing and local product, as well as delicious taste”. “That’s not to say private label products don’t have their place in most categories, including honey,” he said. “We believe there should be a range of products available that provide choice for shoppers.” In addition to health attributes, taste and quality, Mr d’Almeida emphasises that consumers are looking for Australian owned and Australian made products, as well as convenience. In line with this, the company gives much thought to its pack sizes and designs, with its “family favourite” Pure Aussie Honey supplied in “popular squeezy bottles” and a range of sizes to suit different sized families and needs. Marketing that counts “Capilano has been proudly Australian owned since 1953 and we’re finding that consumers are increasingly interested in supporting companies that support local industry,” Mr d’Almeida said. “This is a positive for us as we’re one of the biggest investors in Australia’s beekeeping industry, sourcing honey from 800 beekeeping families around the country.” The company puts “significant effort” into building demand for Australian honey, and by doing so, supporting the Australian apiculture industry. To market products, the company ensures its brand is active on social media and online channels around Australia, which it says keeps the audience engaged. Its current ‘Create it with Capilano Honey’ campaign encourages consumers to use honey in different ways (such as in baking and cooking rather than just as a spread) and highlights honey as a healthier substitute for sugar. TO PAGE 52 PANTRY SEP, 2020 RETAIL WORLD 51