The Tasmanian Beekeepers Association has launched a high-level marketing strategy for the state’s leatherwood honey industry. It provides a framework centred around brand, influence, communications, and information provision.
Tasmanian Beekeepers Association president, Lindsay Bourke, said there were three key aims for the project:
- build a leatherwood honey brand identity;
- generate brand equity; and
- build a sphere of influence for the honey.
“There is no way another region of the world can make leatherwood honey or even copy it, it’s totally unique. The leatherwood flowers are only found on the West Coast and in the Tasmanian Wilderness World Heritage Area,” Bourke said.
Through the Bee Industry Futures Fund, the Tasmanian Government invested $147,000 to help promote the honey as a “world-class” product.
Minister for Primary Industries and Water, Jane Howlett, said she was excited to share Tasmania’s produce with the world.
“We are investing in industry as part of our goal to grow the farm gate value of Tasmania’s agriculture to $10 billion by 2050.
“Our 2030 Strong Plan for Tasmania’s Future is backing our agriculture sector to share our premium produce with the world.”
The strategy includes a website, YouTube channel, and social media pages. On-going media releases and social media posts will be used to stimulate conversation and awareness of leatherwood honey in new international markets in the food and beverage industry and with consumers worldwide.
“We aim to make leatherwood honey the international food symbol of Tasmania’s west coast and World Heritage Area, it’s simply the greatest honey on the planet,” Bourke said.
