Tasmania’s Leatherwood Honey is set to become stuck in minds around the world, with a new high-level marketing strategy launched today.
Developed by the Tasmanian Beekeepers Association (TBA), the strategy contains a framework centred around brand, influence, communications, and information provision.
Speaking at the strategy’s launch in Sheffield, Minister for Primary Industries and Water, Jane Howlett, said Leatherwood Honey is uniquely Tasmanian.
“I’m so excited to share our produce with the world,” Minister Howlett said.
“The Tasmanian Government has invested $147,000 through the Bee Industry Futures Fund to help promote Tasmania’s unique Leatherwood honey as a world-class product.
“We are investing in industry as part of our goal to grow the farm gate value of Tasmania’s agriculture to $10 billion by 2050.
“Our Government’s 2030 Strong Plan for Tasmania’s Future is backing-in our agriculture sector to share our premium produce with the world.”
The development of the marketing strategy will help build the awareness of Leatherwood honey to new international markets within the food and beverage industry and consumers worldwide.
President of the Tasmanian Beekeepers Association Lindsay Bourke says the three key aims of the marketing strategy are to:
Mr Bourke says Leatherwood Honey is totally unique to Tasmania.
“There is no way another region of the world can make Leatherwood Honey or even copy it, it’s totally unique. The Leatherwood flowers are only found on the West Coast and in the Tasmanian Wilderness World Heritage Area,” Mr Bourke said.
“We aim to make Leatherwood Honey the international food symbol of Tasmania’s west coast and World Heritage Area, it’s simply the greatest honey on the planet.”
The marketing strategy the TBA has developed includes a website, YouTube channel, and social media pages to support the honey. On-going media releases and social media posts are being used to get the conversation going around Leatherwood Honey.
