Proving the health credentials of Manuka honey
Unique Manuka Factor Honey Association
Building an ‘authenticity’ campaign to educate opinion leaders
Manuka honey has long been popular in the UK market due to its perceived health benefits however; because of its popularity and limited availability, counterfeit products are common.
A lack of clear guidelines around what constitutes a genuine Manuka honey and a complete lack of awareness of the fraudulent activity by the UK consumer meant a strong education campaign was needed. The UMFHA developed a scientific test that proves if a Manuka honey is genuine or not and a superior honey rating system, giving the power back to consumers when purchasing Manuka honey.
Putting Manuka honey fraud on the news agenda
The first challenge was to overcome the lack of awareness around the authenticity problem driving consumer demand for genuine product. Our second task was to convince suppliers to switch to UMF rated honey over other misleading rating systems on the market.
At launch we secured news coverage in key national and trade titles around the new scientific test putting Manuka honey fraud on the news agenda. Our spokespeople participated in over 15 broadcast interviews, discussing the issue with presenters across the country. Not only did the coverage spark the debate in the UK but also further afield in New Zealand.
The media campaign had real cut through leading to both Harrods and Fortnum & Mason pulling fraudulent honey from their shelves. Both companies along with Selfridges and Harvey Nichols are now in talks to switch over to UMF rated honey to protect their customers from fraudulent products.
This was a
Project for UMFHA