The market for Manuka honey, produced in New Zealand, has recently expanded with its availability across numerous websites,  department stores, pharmacies, and supermarkets. However, its recognition in Japan remains relatively low, and it is expected that more companies  will start to handle it in the future. The health food industry in Japan is unique compared to other countries, and based on past trends, effective  products do not always dominate the competition. Manuka honey is no exception, with a wide range of qualities available, from simple sweeteners to therapeutic products, resulting in a mixed and diverse market.

In recent years, due to the booming demand, the volume of Manuka honey in circulation has significantly exceeded the actual production.  Customers often struggle to assess the activity level through appearance or taste, and manufacturers can freely display activity level values. This tendency is particularly strong among larger companies, which has led to issues in export markets,  even resulting in lawsuits.  A major New Zealand exporter lost a lawsuit in one such case. These issues could negatively impact the healthy growth of the Manuka honey  market and make it difficult for the industry to develop in a desirable direction.

In fact, many of the products available online present table-grade Manuka honey, sold in New Zealand supermarkets, as if it has medicinal  properties, and the activity levels they display are not necessarily reliable. In other words, responsible sales are not being carried out in many cases. Our products, on the other hand, come with the most accurate MGO value as indicated in the included “MGO Analysis Report.” We also offer a special service  that allows customers to personally verify the tests conducted by a certified testing organization accredited by New Zealand’s Ministry for Primary Industries.

■Reference: Testing Your Manuka Honey – Strong MANUKA HONEY

Furthermore, products like Strong Manuka Honey cannot be produced under the mass-market system of large corporations. Obtaining high-quality  honey like Strong Manuka Honey is highly inefficient in terms of productivity and results in higher costs due to lower yields. In addition to  quality, Manuka honey demands high-grade antibacterial and antiviral activity, making its available supply even more limited. If large-scale  production claims to offer such high-activity honey, the reliability of its activity levels is highly questionable. Mass production is only possible by blending low-MGO honey with high-MGO honey to increase volume. This approach allows for far greater  profitability and stability as a mass-market product compared to our method, which exclusively focuses on producing only high-grade, unblended honey.

In recent years, Chinese buyers targeting the wealthy class and emerging markets have been aggressively purchasing Manuka honey in  New Zealand, often buying any product available with immediate cash payments. When such a buying frenzy occurs, even producers can  be swayed by profit-driven motives. This is particularly concerning for Manuka honey, a product valued for its functional properties, as market  circulation has far exceeded actual production. As a result, low-quality products that were previously uncommon have now started to enter the market. However, please rest assured.  Under these circumstances, even producers are swayed by profit-driven motives, leading to a market phenomenon where the distribution  volume of Manuka honey far exceeds actual production. As a result, lower-quality products—previously unseen in the market—have begun to circulate.

We are a small company, but we distinguish ourselves from major industry players by dedicating ourselves to providing honey with verified activity  levels that anyone can genuinely experience. For customers seeking health benefits, ineffective products are not only meaningless but also an  expensive waste, and such products will never earn repeat support. When it comes to bee products, history has already shown the fate of businesses that jumped on trends by selling low-quality propolis and  royal jelly. Only by handling authentic products can we ultimately gain recognition and trust. This belief remains the guiding principle of TCN.