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NEW ZEALAND BEEKEEPER, MARCH 2017
UMFHA TARGETS UK WITH CAMPAIGN IN THE NEWS UMF™ Honey Association The UMF™ Honey Association’s promotional campaign in the United Kingdom got under way in January, focusing primarily on driving consumer awareness of the UMF™ quality trademark and the Association’s international science programme—the Mānuka ID project.
Dr Adrian Charlton. Photo supplied by UMFHA.
‘fingerprinting’ of mānuka honey. Dr Adrian Charlton, the head of food quality and safety at Fera, has been working alongside the UMFHA as part of the Mānuka ID project for the last five years. With the backing of Fera and the leading opinion leaders in nutrition, the campaign has generated widespread coverage across the UK and internationally. The UK’s leading print and online publications have highlighted the work being done, including The Times, The Grocer, New Food Magazine, Retail Times and a feature in the Healthy Diet Magazine. The UMFHA’s grading system is unique and unrivalled. As part of an advanced scientific programme, it is the only system that tests for the key signature compounds independently verified and proven to be found in mānuka
This campaign follows on from the successful ‘This is Mānuka’ symposium held in Auckland in August 2016. The UK activity focuses on providing information to UK consumers and news media about the Association’s advanced international science programme.
honey. The resulting UMF™ grading system that harnesses international science provides product certainty via the UMF™ quality trademark, giving consumers a high level of confidence when buying mānuka honey. All UMF™ products are independently tested and verified to confirm that they contain these unique compounds. UMFHA members currently represent over 80% of all exported retail packs of mānuka honey from New Zealand. As the leading representative body for the mānuka honey industry, the Association continues to support market opportunities and science that protects and benefits both members and consumers.
On-the-ground activities have included:
1. explaining the Mānuka ID project
2. profiling some of the experts involved
3. holding a series of educational presentations; and working with key opinion leaders and science partners, including Dr Adrian Charlton of Fera and leading nutritionist Amanda Ursell. Fera UK has been part of a New Zealand- based team in the development of the
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