03 Jul Bay of Plenty 2018 Best Emerging Business ExportNZ
Congratulations to the whole team for taking home the YOUTravel Best Emerging Business Award at the ExportNZ Bay of Plenty Export Awards!
Bay Of Plenty Times
04/07/2018, Page 22 & 23
BeeNZ was formed in 2015 by owner-operators David & Julie Hayes and two part-time staff working from a small premises in Katikati. Later that year, BeeNZ made a considerable $3.8m investment in a new build comprising of a food grade packing and processing facility, administration block, warehouse and under canopy storage, together with an extensive $1.2m investment in a purpose designed and built processing and packing plant and equipment.
BeeNZ’s first export of New Zealand Manuka honey was made in early 2016 to China followed closely by Hong Kong and Singapore. Today, BeeNZ export to over 13 countries worldwide including China, Hong Kong, Singapore, Japan, Malaysia, Australia, Vietnam, Saudi Arabia, Italy, Switzerland, Germany, USA and Mexico. Ninety percent of product manufactured by BeeNZ is supplied direct to export markets.
The adoption of a customer intimacy business model, ensured BeeNZ’s focus was on making flexible and differentiated value propositions by aligning them with BeeNZ’s target international customer needs or requirements. This strategy requires close customer relationships which can provide accurate international market and consumer information. BeeNZ has had to actively seek new clientele from both within New Zealand and internationally. With a majority of buyers based in the Asia region BeeNZ has had to adapt and learn new negotiation skills. By using this strategy, it has enabled BeeNZ to gain an understanding of market requirements without the cost of travel and from this have been able to build solid relationships with clientele.
Where possible, independent agents, wholesalers and distributors are sought for the BeeNZ brand and in some territories sole distribution is offered, if the distributor can show proven sales and a strong marketing plan which will enable them to reach a minimum sales volume. Having a strong relationship with these international distributors provides BeeNZ with in-depth market knowledge. New Zealand honey and more specifically Manuka, is a sought after product with supply struggling to meet demand. It is important that BeeNZ’s distributors or re-sellers have a strong customer base in the mid to high end income bracket that can show strong sales, product knowledge and have a passion for the provenance of the food product.
More recently, BeeNZ identified the need for business goals and key metrics. Focus today remains on four key business goals and objectives, which will enable the BeeNZ brand to become a strong and identifiable brand within international and domestic markets. These goals remain forefront of mind while BeeNZ continues its journey in building and retaining a strong reliable supply chain, while continuing to increase profitability and having an international trade show presence.
A significant value is also placed on the up-skilling and development of staff, which remains a key business focus as the business grows from strength to strength. This development will also allow owner-operators David & Julie Hayes to work more hours “on the business” rather than “in the business”. To this end, staff are encouraged to attend relevant courses to nurture their development and keep them empowered and positive.
In 2016 BeeNZ were delighted to be winners of the Katikati/Waihi Beach Best Manufacturing/Processing Business and Overall Supreme Winner of the Katikati/Waihi Beach Business Community Awards. Winning the awards provided well-deserved recognition to the BeeNZ team for their hard work and dedication. Being such a young company, these awards added an additional assurance to BeeNZ’s international customers that BeeNZ is a reliable and reputable New Zealand honey business.
What makes BeeNZ special is they manage the entire journey of the honey from hive to bottle, overseeing the apiaries, extraction, processing and export, which is a rare occurrence in the New Zealand honey industry. BeeNZ is Halal accredited and is a member of the New Zealand UMF Association. While other rating systems are used by some honey producers, the UMFTM Honey Association is an independent industry body set up to certify genuine, authentic Manuka honey. That’s what makes UMFTM a quality trademark that’s trusted by consumers around the world.
With increasing interest from new international clients, the development of free trade opportunities and the opening of new export markets, the future is looking sweet for BeeNZ.