World's first Manuka honey jar with 11 separate counterfeit measures available September
Ashburton, New Zealand, August 2018 - The world’s first Manuka honey jar with eleven separate consumer security and
anti-counterfeit measures is available to purchase nationwide and online on from September. Boasting New Zealand’s
highest standard of Manuka honey, PURITI Manuka comes in a customised cylindrical jar with a unique lid that features a
thick anti-tamper seal. The jar and lid have the same diameter, allowing for a smooth and seamless fit and a distinctly
different visual appearance. This design is unique to PURITI Manuka. The jar also features a tear strip for additional
consumer security.
Midlands Apiaries, the developers and manufacturers of the PURITI Manuka brand, have decided to raise the bar by using
more complex packaging materials and manufacturing processes to make it much harder for others to copy the product.
Counterfeits are posing a major threat to New Zealand’s reputation as an exporter of high-quality honey including the
country’s trendiest liquid export – Manuka honey. Manuka honey has been highly valued since the early ‘80s, but there
have also been efforts to adulterate and counterfeit this unique resource. Manuka honey exports from New Zealand are now
worth $180 million but that could more than double in 10 years if the Manuka brand is protected and the added value
component is kept onshore. The Ministry for Primary Industries (MPI) understands the food security challenges involved
in the industry and recently unveiled the official Manuka standard with the introduction of the Manuka Honey Science
Definition.
However, the new standards only apply to exported jars and not to Manuka sold in NZ. Unfortunately, export regulations
also permit bulk honey to be exported without meeting the new guidelines set by the MPI. Most brands use simple labels
and the same jar design, making the counterfeit issue harder to stop. Labelling regulations differ, grading systems
vary, and purity standards fluctuate when bulk Manuka is packed into jars overseas.
PURITI has adopted the MPI tests and then voluntarily increased the pass mark threshold. They made their own testing
harder to pass. PURITI decided to raise the bar again, so they added more testing that’s not legally required but they
believed was better for all Manuka honey lovers. Every jar of PURITI is tested and produced to the same uniquely higher
standard of the MPI Manuka Honey Science Definition.
Each jar contains pure Manuka honey and honey used by PURITI is tested for Glyphosate contamination. All products sold
in New Zealand are as good as the products they export. PURITI jars are labelled with two internationally accepted and
recognised Manuka grading systems – MGO and UMF.
PURITI believes that real Manuka honey must harvested, tested, certified and packed, in New Zealand. PURITI is the
result of the company’s dedication to integrity, quality, purity, clarity, and desire to produce the ultimate jar of
Manuka.
Huge supporter of genuine Manuka only coming from New Zealand and International Brand Manager of PURITI Adam Boot
believes it was essential for the New Zealand Manuka industry that a Kiwi brand defines the global pinnacle.
“The idea was to cut through the smoke, mirrors and mystery and provide the consumer with knowledge and understanding of
Manuka. We wanted to give the consumer confidence in their Manuka purchase, and someone had to do it. We were
uncomfortable with the quality choice available to the consumer and the lack of protection provided against counterfeit
and fake products” Boot says.
He adds, “we want the consumer to know they have a choice they can trust every time”.
“We also want New Zealand’s own lovers of Manuka to know that when they choose PURITI they are buying export quality. We
do not do two separate standards.”
“The objective is to ensure that when the consumer chooses Manuka, they have choice of and access to the real deal,
genuine article with guaranteed, certified testing to a demonstrably higher standard than the toughest legislative
requirements” Boot states.
PURITI will feature soft-touch laminate for the label paper, high build UV and spot UV design elements as well as
stamped foil for the metallic finishes. The label has designs infused with invisible ink that’s only visible under black
light. Each honey jar is laser etched with a reference or word unique to every production batch. PURITI has also cut
their own symbolised image of New Zealand into the lid.
PURITI is about challenging and improving upon the status quo. PURITI is determined to protect and promote the higher
standard, uniqueness, rarity and quality of New Zealand Manuka honey. All PURITI packaging components are proprietary
and produced in New Zealand to protect consumers against counterfeit.