Tasmania’s Leatherwood Honey has launched a new high-level marketing strategy backed by the a $147,000 State Government investment.
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,” said Howlett.
“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.”
The development of the marketing strategy is set to 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, said the three key aims of the marketing strategy are to:
- build a Leatherwood Honey brand identity;
- generate brand equity; and;
- build the sphere of influence of the honey itself.
Bourke said 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.”
Howlett said the investment is a part of the State Government’s goal to grow Tasmania’s Agriculture.
“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,” said Howlett.
“Our Government’s 2030 Strong Plan for Tasmania’s Future is backing-in our agriculture sector to share our premium produce with the world.”
Find out more about Leatherwood Honey at https://heffernandigital.com.au/leatherwooddev/