10 Years of Mānuka: A Conversation with our Founder & CEO, James Annabell

Ten years ago, Egmont Honey began with a single beehive and a simple idea. Today, that idea has grown into a globally recognised Mānuka honey brand - proudly rooted in Taranaki and found in homes around the world.

To mark a decade of Egmont Honey, we sat down with Founder and CEO James Annabell to reflect on the journey so far: the values that shaped us, the people behind the brand, and the ambition driving our next chapter.

Looking back on the early days, what was the spark behind starting Egmont Honey - and what did gifting your Dad a beehive have to do with it? 

I’d worked in the industry for several years across two different companies and learned a lot from both. I had a solid understanding of the craft and the potential. Gifting Dad that first beehive was just a small idea to “have a crack ourselves,” and I never imagined it would turn into what it is today. 

It started with something humble and hands-on, and somehow grew into this big, wild beast of a business. It’s pretty special to see how something so simple set everything in motion. 

Over the past 10 years, what values or principles have guided you as a Founder - through both the highs and the challenges? 

From a business perspective, it’s always been about sticking to our core and doing what we do exceptionally well: producing, packing, and sharing our story with the world. 

Yes, we focus on innovation, like with our upcoming Sports range, but the foundation never changes. Our commitment to Mānuka keeps us grounded and focused. 

On a personal level, the biggest challenges often come back to people. Everyone has something going on in their lives, and as the business grows, so does the responsibility to support those around you. Balancing that with a fast-paced work life takes empathy and perspective. 

Ultimately, our values sit behind the belief that Mānuka Honey should be accessible to everyone. Our mantra, “Mānuka for All”, reflects that. While some brands treat Mānuka as something exclusive, we believe everyone should have the chance to experience it - from everyday grades right through to our incredibly rare UMF™ 1200+. 

What moment over the last decade has made you feel most proud of what you’ve built? 

There isn’t one single moment. It’s all the little ones - every time I walk into a store, whether it’s Woolworths in New Zealand, Holland & Barrett in the UK, or Costco in the US, and see our honey on shelf. 

Knowing something that started in our backyard in Taranaki is now sitting in homes and kitchens across the world, it’s hard to put that feeling into words. 

So no big milestone, just those quiet, grounding moments where I’m standing in a supermarket aisle somewhere on the planet, seeing our story travel far beyond where it started.

As Egmont Honey grows globally, how do you keep the brand grounded in its Taranaki roots? 

The beauty of Mānuka Honey is that it’s uniquely New Zealand, so no matter where our jars end up, the story always leads back to home. 

For us, that’s Taranaki. The people here. The rugged landscape. The incredibly remote native bush where our hives sit through wild weather and the changing seasons. 

We’re never at risk of losing that grounding. Our region and country are in everything we do - in the flavour, in the purity, in the story. It’s something we’re immensely proud of, and it will always be the core of who we are.

Sustainability and ethical beekeeping have always been core to Egmont Honey. How have you balanced rapid growth with staying true to those values? 

We’ve always been committed to looking after our bees. Early on, we made the call to avoid commercial pollination work as it can be hard on hives. Instead, we let our bees rest through winter and focus purely on honey production, following the natural rhythms of New Zealand’s native forests. 

Everything we do is grounded in long-term sustainability. Those principles were there at the beginning, and they’ll guide us for the next decade too.

How do the values we’ve talked about influence innovation and new product development? 

We have a dynamic NPD, Sales, and Marketing team who are incredibly good at spotting trends, often before they reach New Zealand. 

Our approach is simple: See what’s emerging, then ask: “How do we put a Mānuka Honey spin on this?” 

That’s how the soon to be released Sports range was born for example, stripping away unnecessary ingredients and replacing them with a natural fuel source: Mānuka honey. 

Behind all of this is the strength of our people - scientists, food technologists, and storytellers who care deeply about innovation. It’s their curiosity and commitment that keep us ahead of the curve.

For someone discovering Egmont Honey for the first time, what do you hope they feel when they open a jar? 

I’d encourage people to look into the brand and the product first. Mānuka Honey isn’t “just honey.” The work that goes into producing it, from the remote bush locations to the harvesting to the rigorous testing, is enormous. That’s why it’s more expensive. 

I hope people understand how special it is. The flavour is creamy, rich, caramel-like - totally different from any other honey. 

If someone knows that story before tasting it, the whole experience becomes even more meaningful.  

If you could give your younger self one piece of advice from what you know now, what would it be? 

From a business standpoint, the reason we’ve done well is because we became absolute experts in our industry. I know my competitors, I know the price points, and I know the science behind our product. When I’m pitching Mānuka honey to the world, there’s nothing I don’t understand about the landscape we operate in, and that’s been crucial. 

In hindsight, I’d tell myself to prioritise balance, too. We’ve gone from zero revenue to $80 million in 10 years. That kind of growth comes with sacrifices. It’s easy to say now, but maintaining balance between work and personal life is incredibly important. 

CONCLUSION 

As Egmont Honey celebrates 10 years, the story that emerges is one of grit, vision, and a deep respect for the land that makes Mānuka Honey possible. From a single beehive gifted to a globally recognised brand found in households around the world, the journey has always been guided by the same principles: integrity, craft, and staying true to where we come from. 

James puts it simply: 
“We’re just getting started. The next decade is about raising the bar for Mānuka globally.” 

And if the past decade is anything to go by, the world of Mānuka Honey is about to get even more exciting.