同时，Jarrah Health蜂蜜在中国势头强劲。澳大利亚农村产业研发公司和Jarrah Health公司合作进行了深度研究，发现了Jarrah Health蜂蜜有一些特殊的性能，可以和Manuka蜂蜜比肩，甚至比Manuka蜂蜜更好，包括抗菌性能。
正如Jarrah Health公司CEO Alan Sun所说的，政府应该推广澳大利亚的食品品牌，和其他国家竞争。比如，推广Jarrah蜂蜜品牌，和新西兰的Manuka蜂蜜竞争，同时和新西兰共用《食品标准准则》。Alan发现，想要在中国市场和新西兰Manuka蜂蜜竞争并推广Jarrah蜂蜜，如果没有政府的支持很难进行。观念很重要！只有经过多年的努力，Jarrah蜂蜜才会被接受。Alan相信，有了政府的支持，澳大利亚蜂蜜企业将会打开中国的高端市场。
『原文』 JARRAH HEALTH, THE FIRST REAL AUSTRALIAN FIRST-CLASS HONEY BRAND?
Previously the recognised premium honey in the Chinese market has been Manuka honey, produced in Australia and New Zealand. However New Zealand has been more savvy in marketing premium foods to China, and even tried to monopolise Manuka Honey for itself only. Australia and its Institutions and Governments can be a little apathetic at times, having been the Lucky Country, where milk and honey flow, for so long, Australia never really had to compete for economic advantage. Luckily Australia has active and aware politicians like Senator for Tasmania, Richard Colbeck that quickly got involved to protect Tasmania’s, Australia’s interest in the matter. Not an easy matter if you consider that Australia and New Zealand share food standards but not safety or production standards, see foodstandards.gov.au!
Australia’s overly relaxed and at times outdated attitude is rapidly changing as so-called friends are literally eating your and my, Australia’s lunch and dinner when it comes to marketing in China.
The missteps of the Australian dairy industry and companies in the baby formula market are examples. However, there are success stories as well based on novel technologies and well communicated insights such as A2 milk. Leadership can be short lived as especially New Zealand is always ready it seems to match or exceed Australia’s efforts.
Back in China
Manuka Honey has been cleverly marketed in China, especially by New Zealand providores as a functional honey from New Zealand, assisting in healing wounds with its antibacterial properties and active ingredient Methylglyoxal, believed to be beneficial to your health.
This New Zealand success has left most Australian honey, and other products in the shade as Australia has not had a consistent marketing and certification system in place to promote its products, even superior products like Jarrah Honey from Western Australia have struggled to get their deserved attention. Australia is trying to catch up with its own brand campaign, however late and yet to be tested in the market.
In the meantime, Jarrah Health – Honey is powering ahead in China. The Australian Rural Industries Research and Development Corporation in concert with Jarrah Health has identified in an in-depth study a series of value added properties in Jarrah Health – Honey that match or exceed Manuka Honey, including antibacterial properties.
The highlights of Jarrah Health are probiotic, low GI and antibacterial honey products. The science is based on test results from the University of Western Australia, the University of Sydney and the Glycaemic Index Foundation.
The lead customer in China for Jarrah Health – Honey is BENXI DEGUSE HEALTH INDUSTRY CO LTD, arguably the leading provider of honey products in the rapidly growing Chinese market for diabetic products.
Part of overall trade trends?
To enhance the need for featuring the unique properties of Australian products more, a snapshot of Australia’s trade is revealed in Composition of Trade, Australia 2017 just released by DFAT.
The report finds the value of Australia’s goods and services exports rose 14.8 per cent to $386.7 billion in 2017. This growth was driven by rising exports including goods, services and specialty items. This is a category that fits Jarrah Health – Honey, we can expect to see both grow in the future.
The Turnbull McCormack Government has just launched negotiations for a free trade agreement with the Regional Comprehensive Economic Partnership (RCEP).
RECEP is bringing together Australia, ASEAN, China, India, Japan, Korea, and New Zealand into a single agreement, RCEP will build on existing trade agreements and provide improved access for Australian businesses into the world’s fastest growing region.
Listen to people involved!
It is important to remember, as Alan Sun (CEO of Australia Jarrah Health) put it, that Government should help to promote Australian standards to compete with other well-known standards. For example, the Australian Jarrah Honey standard to compete with New Zealand Manuka Honey standards while sharing the Food Standards Code. Alan has found it hard to promote a new standard like Australian Jarrah Honey without Government support to compete with an established New Zealand Manuka Honey standard in a sensitive Chinese market. Perception is important! Only after many years of work has the Australian Jarrah Honey standard finally been accepted. Alan believes, with Government support, clear standards will open brand new high-end markets in China for the Australian honey industry.
Given these developments it is imperative that Australia develops consistent branding and certification on an international level for its unique products like Jarrah Health – Honey, not unlike France does for its Champagnes!
How do you see it, Australia is?
A. Catching up to NZ?
B. Still lagging?
C. No Chance?
Please leave a comment!