A Far North Queensland beekeeper has secured a contract to supply raw, local honey to a major retailer after two years of negotiation.
Up until recently, apiarist Graham Thornton — like many in his industry — had been selling directly to the public as well as to independent grocers, produce markets and local shops.
But that all changed recently when he signed a deal to supply his Sweet Buzz Honey to 23 Woolworths Supermarket outlets in Cairns and Townsville.
There is no doubt about the safety, origin or quality of the honey being extracted from the 1,000 hives owned and managed by Mr Thornton.
He is part of an industry that prides itself on delivering a raw product to consumers in as close to its natural state as possible.
"We take the honey back to the shop now, uncap it, it'll get spun out and then filtered through a double mesh — and that's it," Mr Thornton said.
"It sits and mellows, and then we pack it straight into a jar."
Consumers want honey that's the 'real deal'
Mr Thornton said he had seen a real growth in the number of people taking on his product, because of the publicity that the beekeeping industry has had on the back of imported honey adulterated with sugar syrups and other cheap substitutes.
"It's great to see people are really starting to look at the alternatives, they may pay a little extra but they're getting the real deal," he said.
And according to Woolworths local sourcing manager, Dan Cashin, that is increasingly what customers are seeking.
He said Sweet Buzz Honey was one of several locally-produced, raw honey products being sourced and stocked by Woolworths and he hoped to see that increase.
Mr Cashin said it was part of a longstanding commitment to put strong, locally relevant brands in front of consumers.
"Local raw honey is a great opportunity for us," he said.
"We see it as a fresh product, it's a specialty line in these stores so the best way for that brand to be connected with the community is to be out there displayed amongst the other fresh products."
Mr Cashin would not be drawn on whether Woolworths was responding to consumer backlash to claims of fake honey.
"I am sure that is driving some of the feedback we get through our stores that has then led to this opportunity being as big as it is," he said.
Raw honey a 'buzz' for consumers
An ACCC investigation late last year found the testing regime was not yet reliable enough to substantiate allegations that a number of honey products were adulterated with sugar syrup.
However, Capilano's Allowrie brand was pulled from supermarket shelves and ultimately discontinued.
Shoppers will not find Sweet Buzz Honey in the same aisle as other honey products either.
Instead, it will be displayed and sold alongside fruit and vegetables in the fresh food section.
Mr Thornton said he believed it was a major coup for the honey industry to take its place alongside horticulture.
He said he hoped it would help consumers to make the connection between honey and the many food crops that relied on bees for pollination.
"When people see a bottle of honey on the shelves, don't just think about the great taste and health benefits, think about supporting those local beekeepers who are helping you grow food because 70 per cent of the food you see in the fruit and vegetable section just doesn't happen without bees."
