Members Update: UMFHA – UK Campaign – Issue 40 February 2017

Members Update: UMFHA – UK Campaign – Issue 40 February 2017

The Association’s campaign in the United Kingdom got underway this month, with the main focus being on driving consumer awareness of the UMF® quality trademark and our international science programme – the Manuka ID project.

Through its advanced international science programme, the UMFHA determined the unique signature compounds found in genuine Mānuka honey from New Zealand. All UMF® products are independently tested and verified to confirm that they contain the unique compounds found in genuine Mānuka honey. Consumers who buy products that carry the UMF® quality mark can, therefore, be assured that they are buying genuine New Zealand Mānuka honey.
As part of our UK campaign, a series of briefings and interviews with leading media were held with the support of the Association’s key science partner in the UK Dr Adrian Charlton of Fera and leading nutritionist Amanda Ursell.

To date, news items have appeared across a wide range of print, digital and radio mediums including leading FMCG publication The Grocer and the UK’s top print title – The Times.

Here’s an overview of some of the coverage achieved to date:

The Times – the UK’s top daily print title with an average daily readership of over 1 million.
Headline: ‘Test to stamp out honey laundering’
Overview: Details retailers’ concerns about counterfeit Mānuka honey products in the UK and the solution provided by the UMFHA through the identification of signature compounds unique to the New Zealand honey.

The Grocer – leading source of information for the FMCG market including retailers, wholesalers, suppliers, food producers and manufacturers.
Headline: ‘Mānuka fraud breakthrough as scientists create ‘fingerprint’ test’
Overview: Hones in on the research behind the Mānuka ID project and process which the Association and Fera developed to support the UMF® quality trademark and associated grading system

New Food – read by over 36,000 food and beverage professionals across the UK.
Headline: ‘Scientific breakthrough identifies genuine Mānuka honey’
Overview: Educates readers about the science behind the UMF® quality trademark and grading system. Includes a range of interesting facts and commentary from Amanda Ursell.

Retail Times – reports on local and global retail markets attracting over 72,000 page views each month
Headline: ‘Unique Manuka Factor Honey Association discovers unique signature compounds’
Overview: Details the science, and independent validation of the unique signature compounds determined by the Association’s Manuka ID project. Provides an overview of the philosophy of the UMFHA and work with international experts to support the integrity of the UMF® quality trademark.

Natural Products News – key industry title for independent health stores, pharmacies, wholesalers and leading decision-makers.
Headline: ‘UMFHA discovers unique Mānuka honey compounds’
Overview: Details the leading edge science and technology used to determine the signature compounds found in Mānuka honey and development of a unique ‘fingerprint’.

Food & Drink Technology – read by key influencers and decision-makers at leading food processors and manufactures across the UK and Europe.
Headline: ‘Scientific breakthrough identifies genuine Mānuka honey’
Overview: Outlines the science behind the Mānuka ID project and five year long research programme that culminated in pinpointing the key compounds found in genuine Mānuka honey from New Zealand.

Download Full Update