Sticky Fingers: The Real Reason Big Manuka Brands Are Crumbling

Isn’t it funny how the loudest claims of “innovation” in New Zealand’s manuka honey industry boil down to… slapping a slightly different label on the same plastic jar?

Let’s be honest. The big brands have been sticking together for years—circling the wagons, clapping for each other, and gatekeeping any real innovation. Meanwhile, they ignore the giant, honey-covered elephant in the room: the industry is in free fall.

And I’m not being dramatic—exports have dropped 26% since 2020. Production has plummeted by more than half, with a 56% decrease between 2020 and 2023. Prices of lower-grade manuka now sit next to clover honey. Yep, that premium edge? Gone.

Want more? The entire New Zealand beekeeping industry has been bleeding out financially—down 5.3% annually over the last five years, now hovering around $446.7 million in revenue. Not bad, but nowhere near where they promised it would be when they were all high on their own marketing supply.

Over saturation. Oversupply. Underperformance.

And yet… when someone dares to shake the hive?

“We love what you’re doing. It’s so disruptive. So fresh.”

That’s what I’ve heard—privately—from many of these same companies. CEOs. Brand managers. Investors. All whispering sweet support like I’m starting a revolution they secretly want in on.

But publicly? Crickets. Not a like, not a comment, not even a “you go, honey.”

And here’s the kicker—one of the biggest brands emailed me, asking me to send them a few jars. Curious, right? So I sent them the link to the pre-sale instead. And then? Nothing. Silence.

Do you really think I’m that stupid? That flaky? That forgettable?

I’ve been ripped off for my ideas for years. I’ve watched my creativity get hijacked, watered down, and regurgitated by companies with more budget than backbone. But not this time.

This idea is going to stick.

And part of that stickiness is going to undo the industry that tried to ignore me, copy me, and shut me out.

oh … and repeat after me - I AM HOT HONEY!

Let’s not forget the scandals. In 2019, a New Zealand company was fined $370,000 for doctoring 14 tonnes of manuka honey with synthetic chemicals. Even more shocking—reports suggest up to half of all manuka sold globally may not even be genuine. So yes, while the industry performs purity pageants for the media, some are pumping out syrup dressed as sanctity.

Oh, and remember the Australia vs NZ manuka drama? The world saw that mess too. The infighting. The lawsuits. The industry looking less like a wellness frontier and more like a reality show reunion episode.

But hey, let’s just change the jar label and call that “innovation,” right?

Meanwhile, the real innovators—those rethinking packaging, purpose, and impact—get politely ignored. My jars are made from bee hive waste, the lids grow wildflowers, and the containers can be melted into candles, not dumped into landfills. But try getting that applauded by the old guard. They’re too busy pushing plastic into people’s bodies while calling it “premium.”

To the big brands: you’ve had your time. You built your fortresses. You got drunk on your own export success. But your empire is crumbling, and you know it.

The future of honey is raw. It’s real. It’s regenerative. It’s not afraid to make a sticky mess.

And it’s not afraid of you.

Watch me.