As part of the overall marketing strategy in New Zealand, we have tried to increase the overall awareness of honey (particularly as a food ingredient) as well as trying to reposition honey in the scheme of things. That is, we're trying to increase value of select sources, etc, by dealing with them more like fine wines. We've even organised tastings by wine people to try to get some of their vocabulary included into our descriptions. We're trying to get comsumers to *value* honey more, moving it away from just another spread, competing with jams, and into the 'something really special and unique' category. If you have a tables-capable WWW browser, you can see a table of some of the descriptions of NZ sources that we have gotten from 'outside' the industry, ways of describing our honeys that make them that little bit extra in the eyes of the customer. You can find the page at: http://www.wave.co.nz/pages/nickw/honey.htm Then again, you might just get a laugh at the pretensions of it all! I must admit, some of the words seem awfully precious to me... ------------------------------------------ Nick Wallingford President - National Beekeepers Assn of NZ NZ beekeeping: http://www.wave.co.nz/pages/nickw/nzbkpg.htm work [log in to unmask] home [log in to unmask] ------------------------------------------