The Importance of UMF™ Certification in Retail

Why Is UMF™ the Gold Standard for Mānuka Honey in Premium U.S. Food Markets

As more and more consumers learn about Mānuka honey benefits and the mānuka honey market expands retail executives managers in supermarkets, food markets, health stores, drugstores and online marketplaces must prioritize UMF™-certified Mānuka honey to ensure authenticity, potency, and consumer trust. Unlike other rating systems, UMF™ is the only globally recognized certification that verifies the full spectrum of bioactive compounds in Mānuka honey, ensuring quality, purity, and efficacy.

MGO: A Limited Measure of Quality

Many consumers and retailers mistakenly rely on MGO ratings, which measure only methylglyoxal (MGO)—one of over 2,000 unique components in Mānuka honey. While MGO contributes to antibacterial properties, it does not indicate authenticity, shelf life, or the presence of other essential bioactive. Additionally:

• MGO levels fluctuate over time, meaning the rating at the time of testing does not guarantee long-term potency.
• MGO testing does not confirm whether the honey is sourced from New Zealand, the native home of mānuka honey  or if the MGO is naturally occurring.
• MGO certification lacks independent oversight, whereas UMF™ is regulated by the UMF™ Honey Association, ensuring rigorous quality control.
• MGO occurs in products other than mānuka honey and can be synthesized and added to honey so does not authenticate the product.

UMF™: The Most Comprehensive Quality Assurance

Established by New Zealand beekeepers over 25 years ago to provide consumers with quality assurance UMF™ certification goes beyond MGO by also testing for:

• Leptosperin – A marker exclusive to genuine New Zealand Mānuka honey that indicates authenticity and anti-inflammatory properties.
• Dihydroxyacetone (DHA) – Indicates how MGO will develop over time, and has its own antimicrobial properties ensuring long-term potency.
• Hydroxymethylfurfural (HMF) – Confirms freshness and proper storage conditions.

This four-factor quality assurance guarantees that UMF™-certified honey is  authentic, potent, and fresh, providing the confidence of independent assurance for quality retailers.

Why Retailers Should Make Sure they UMF™ Certified Mānuka Honey

New Zealand’s best mānuka honey brands all carry UMF™ certification which ensures:

• Consumer trust – Shoppers recognize UMF™ as a mark of authenticity.
• When considering Where to buy UMF™ Mānuka honey consumers are now looking for stockists of UMF certified mānuka honey.
• Market differentiation – UMF™-certified brands stand out in the competitive health food sector.
• Premium pricing potential – Consumers are willing to pay more for verified, high-quality Mānuka honey.

• Scientific credibility – UMF™ certification is backed by independent research, scientific studies  and testing that is opening understanding on health areas such as Mānuka honey for gut health after a long focus on the wound care and skincare applications of mānuka honey.

By prioritizing UMF™-certified Mānuka honey, premium U.S. supermarkets can enhance category value, build consumer trust, and drive sales in the growing natural health market.

If you are a retail or health professional and would like support communicating your mānuka honey or UMF™ certification message please contact the UMF Honey Association at enquiry@umf.org.nz