Summary
Hakatere, the New Zealand manuka honey brand, made its fourth appearance at the China International Import Expo (CIIE), where chairman Yu Fumin demonstrated its Asia-Pacific debut products. As a veteran exhibitor, the brand's cumulative sales have exceeded 200 million yuan, and it has been featured by CCTV. New products include UMF15+ Crunchy Honey, propolis mouth spray, manuka honey throat lozenges, chocolate and hand cream.
The Crunchy Honey is as thin as paper and edible directly. The brand, with a 101-year history, sources honey from the Canterbury Plains and operates a factory with UMF, MGO and DHA testing capabilities. A live-streaming zone was set up at CIIE for promotion.
Yu Fumin said the CIIE would drive a leap in sales and market share.
Commentary
For small and medium business owners, the Hakatere case illustrates how New Zealand honey can deepen its presence in China through the CIIE. Key success factors include: a century-old brand story emphasising pure origins (the Maori word 'Hakatere' means 'sweet gift from a pure land'), which provides unique material for brand endorsement; product innovation targeting young consumers, such as portable Crunchy Honey, mouth spray and throat lozenges, transforming traditional honey into fragmented wellness scenarios, aligning with China's health and wellness trend; live-streaming at the CIIE enables real-time reach and reduces channel costs. You can draw lessons by organising your brand history and geographic uniqueness, developing small-package, ready-to-eat products for fast-paced health needs, and leveraging platforms like the CIIE for live-streaming interaction.
Note that the MGO/UMF activity rating (e.g., UMF15+) is a core selling point; if your product has similar certification, highlight it. Conclusion: Hakatere achieved 200 million yuan in sales through the CIIE, proving that Chinese consumers are willing to pay a premium for high-quality honey with a story and innovation.
Keywords: Hakatere, manuka honey, CIIE, UMF15+, Crunchy Honey, century-old brand, youth-orientation, health and wellness, Asia-Pacific debut, New Zealand
Source: Sohu
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