New Zealand mānuka honey brands enhance support for retailers with innovative training platform – press release

The UMF^™ Honey Association (UMFHA), the leading organization representing New Zealand's mānuka honey industry, has launched an exciting new training platform, Mānuka Mastery. Designed to empower wholesale and retail partners in the growing natural health market, the platform equips sellers with knowledge on the unique benefits and history of mānuka honey.

Mānuka Mastery consists of eight concise video modules followed by a final certification test. The program delves into nearly 1,000 years of natural healing traditions, beginning with the indigenous Māori people's use of the mānuka tree, and tracing the modern scientific discoveries that have since substantiated the honey’s many health benefits. These benefits, long observed by New Zealand beekeepers, include its antibacterial, anti-inflammatory, antioxidant, and immune-supporting properties.

As the United States emerges as the largest market for New Zealand mānuka honey, demand continues to rise. Mānuka honey is gaining shelf space across online platforms, supermarkets, specialty stores, and wholesale channels. Retailers increasingly require staff who can confidently communicate the unique qualities of this remarkable product.

UMFHA CEO Tony Wright emphasized the importance of the training: “Few people truly grasp how rich in natural bioactive compounds New Zealand mānuka honey is. With over 2,300 identified components—compared to just 90 in clover honey—it’s no surprise that scientists continue to uncover new potential health applications.”

Wright added, “The systems developed by New Zealand beekeepers to protect the bioactivity of mānuka honey are continuously improving, ensuring premium quality from hive to shelf worldwide. The Mānuka Mastery course was designed to make this complex story simple, allowing sellers to confidently educate consumers.”

Set to go live on September 24, the Mānuka Mastery course is open to all, offering participants the chance to become certified New Zealand Mānuka Honey Specialists. The course can be accessed at www.umf.org.nz/manuka-mastery-course.

About the UMF™ Honey Association (UMFHA)

The Unique Mānuka Factor® Honey Association (UMFHA) is an independent New Zealand-based society that has set and certified the standards for bioactive mānuka honey for over 25 years. Representing more than 80% of New Zealand’s mānuka honey exporters, UMFHA ensures the authenticity, quality, and bioactive content of every batch. Through its UMF™ certification, the association guarantees consumers a product they can trust, backed by rigorous testing and quality control.

For additional information, contact the UMF™ Honey Association at [email protected].