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Local Producer Stung By False Claims

Local Producer Stung By False Claims

The false claims of several New Zealand retailers are threatening the credibility of the local honey and bee keeping industries, says local producer Happy Valley Honey.

The Commerce Commission has recently ruled against several New Zealand retailers for “passing off” internationally sourced Royal Jelly in capsule form, with lower standards and active ingredients, for fresh Royal Jelly produced in New Zealand.

As a result of these cheaper products being in the market, Mark Harvey, Happy Valley Honey General Manager, estimates lost revenues for his company of $120K per annum. This has led the South Auckland based producer to seek overseas markets for this premium product.

Royal Jelly is a natural product produced by Honey Bees and is heralded for its high potency of vitamins and proteins which can give a variety of health benefits – (refer to enclosed factsheet).

New Zealand Royal Jelly is renowned as the most natural and concentrated in the world because it generally has higher levels of the active ingredient 10HDA.

“As New Zealand’s largest producer of fresh Royal Jelly, we have been frustrated for some years by the sale of Royal Jelly encapsulated products that have misled the public in terms of the product being fresh and sourced from New Zealand.” Mr Harvey said.

Mr Harvey has recently returned from Asia and the Middle East, where a Happy Valley Honey retail store has opened in Hong Kong. “We have found the interest for New Zealand Royal Jelly to be extremely high overseas. Our largest customer is a group of Pharmacies and Medical Centres based in the Middle East.” he said.

However whilst experiencing success in overseas markets, Mr Harvey said he was concerned about the New Zealand public’s perception of fresh Royal Jelly products. “From an industry view it is a shame the New Zealand public have been seduced into buying royal jelly tablets believing it is New Zealand sourced via misleading advertising and label presentation.”

“Our success is built on the trust of our customers as they know our products are 100% New Zealand natural. The current issue of “passing off” highlights the challenge not just for Happy Valley and the New Zealand honey industry, but for all New Zealand exporters.” he said. “We are currently looking to invest long term in our honey retail, production and bottling facility so our current customers can keep receiving the health benefits of our Happy Valley Honey fresh Royal Jelly.”

Happy Valley Honey has been operating in South Auckland for over 20 years. Now based in Drury, it is a locally owned and operated business, and supplies export markets in China, Italy, South East Asia and Qatar, with upcoming opportunities in North Africa.

“We now have the technology and expertise to give more New Zealander’s the numerous health benefits of Royal Jelly.” Mr Harvey said, “While committing to being a local business that is trusted to be 100% New Zealand natural.”


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