A “totally unique” type of Tasmanian honey is poised to take the global stage, with an almost $150,000 investment in marketing it to the world.
Tasmanian Leatherwood Honey is the star of a new marketing strategy designed to lift the product’s profile outside of the state.
President of the Tasmanian Beekeepers Association Lindsay Bourke describes the exclusive product as the “greatest honey on the planet”.
“The Leatherwood flowers are only found on the West Coast and in the Tasmanian Wilderness World Heritage Area,” he said.
“There is no way another region of the world can make Leatherwood Honey or even copy it.”
The marketing push is backed by $147,000 from the state government’s Bee Industry Futures Fund.
It includes establishing a distinct brand identity, building brand equity and expanding the honey’s “sphere of influence”.
“We aim to make Leatherwood Honey the international food symbol of Tasmania’s West Coast and World Heritage Area,” Bourke said.
Leatherwood Honey is described by producer Tasmanian Honey as being “quite unlike any other kind of honey”.
“It possesses extraordinary floral aromas and tastes quite spicy and piquant,” the company says.
