Members Update: Promoting UMF® in the United Kingdom – Issue 38 December 2016

Members Update: Promoting UMF® in the United Kingdom – Issue 38 December 2016

The UMF Honey Association is launching a campaign in the United Kingdom which will promote the UMF® brand and its world-leading grading system. This follows the successful ‘This is Mānuka’ symposium held in Auckland earlier this year.
The focus of the campaign is to provide information to UK consumers and the media about the Association’s science programme which led to the identification of the key signature compounds found in Mānuka honey. It will help consumers to easily identify genuine products, by encouraging them to look for UMF® – a quality trade mark.
Our work on the ground in the UK consists of a series of educational presentations to leading journalists including those working in the nutritional and medical space.

To support the Association with this campaign, Fera UK scientist Adrian Charlton has played a key role in presenting details of the organisation’s involvement in our science programme. To help drive home our promotional messages, the Association has enlisted the support of one of the UK’s leading nutritionists, writer and consultant Amanda Ursell. She is helping to promote the evolution of the science programme from flower through to the current UMF® grading system.

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 honey. The result is a grading system that gives consumers the high level of confidence they are looking for when buying Mānuka honey. The Association will be ensuring product certainty via the UMF® quality mark, using a superior grading system that harnesses international science.

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 is supporting market opportunities and science that protects and benefits both members and consumers.

A range of promotional collateral has been developed for our UK campaign. These include media materials, infographics, a special report and creative video. We expect media coverage to start appearing in late January during which time, we will share materials created for this campaign. In the meantime, check out our dedicated UK website page at www.umf.org.nz/umf-uk and look for further updates in the new year.

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