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Boot last won the day on March 15

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About Boot

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  1. I respect your right to that opinion.
  2. No - Everyone I have talked to (outside of the industry) that saw the news article seemed to have interpreted it quite sensibly. The one thing they picked up on was that even if you consumed hundreds of kg in one day you would still be at WHO safe levels. Even the 20% of tested store samples showing trace residue Glyphosate were all determined perfectly safe and below the very extreme safety WHO levels. So the real story was that New Zealand honey is so clean compared to other parts of the world that Every store sample tested was perfectly safe. Only 20% showed any trace and were so far below WHO safety levels you would need to eat Hundreds of kg in one day to even hit the WHO minimum safety level.
  3. I was interviewed for almost 30 mins and I believed this was edited to about 10 seconds. In the full interview I was very clear that our testing was to demonstrate how clean New Zealand honey is and certainly not in the belief that Glyphosate would be prevalent. I also pointed out that in more than two years of testing we had only twice detected Glyphosate. I also pointed out that as demonstrated by the MPI testing in the article the levels detected have been well bellow the already incredibly low levels set be the World Health Organisation so probably less than 100 parts per Billion. As the news article clearly stated - The honey tested showing trace of Glyphosate was well below WHO safe levels and you would need to consume over a hundred KG per day to break the WHO safety level. It was made clear that of all the brands we produce it is only PURITI that is excessively tested above legal requirements and market standards in all areas. It should also be noted that we are not alone in testing. Another very prominent Company/brand interviewed on the Sunday episode, clearly stated that they test every single barrel.
  4. Just to be clear. Neither Midlands or Myself initiated the story. I do not believe any company involved in either of the Sunday or Monday segments initiated the article either. TV1 formulated the article based on information from the MPI. TV1 will have approached multiple companies and organisations for comment and or response.
  5. Hi John. I was jesting. I know exactly where you are coming from. You are correct about '10 new Brands' unless those brands deliver something unique enough to drive growth in the category then the value is simply diluted. What usually happens is that 9 of the 10 new brands cannot gain traction and simply drop price to move the product. The knock on effect is that price pressure then gets pushed onto the established volume brands and the whole market gets driven down. Unfortunately your shorter term approach scenario is quite prolific.
  6. My point exactly. Nesspresso have already done this story wonderfully for Coffee beens to capsules from South America - amazing natural landscapes and a human story. The same could apply to honey from the region. The story is great but not that special or unique to NZ.
  7. A touch harsh! Ha Ha
  8. Ok then - I am still not seeing a strategy or a unique story, benefit or key selling point?
  9. Hi Maggie - These are great points. Covid/wet markets/Antibiotics all start to build a story. You need to continue adding to the story. Then remember that the 'Consumer' does not know any of this. How do you get this across? what does it mean for the consumer? How do you get the consumer to join the dots and determine that the honey is worth 'X' amount more? What is 'X'?
  10. I will leave you to it. Good luck
  11. 'We are better than that' is not a storey - You need to expand and validate this. The Argentinian and Canadian producers also believe they are very good and have wonderful natural environments. If the market price is $4 and you want $8 then your story needs to be worth $4. You then need $$$ to get that story to your target market. So how many $'s per kg are you prepared to invest in marketing your special honey?
  12. $9 is a great price well done. There will always be anomalies to the trend. The outliers are always there. While there may be a few deals at $9 there will also be deals made at under $3
  13. The NZ honey industry already takes raw honey and turns the product into a higher value consumer packaged item or mixes with other food ingredients to deliver a finished product. Some product will always go off shore for packaging or further conversion into food, drinks, cosmetics, medical devices, supplements, pet food etc
  14. 'The more expensive it is, the better it must be' is a concept that often requires a huge marketing budget to deliver results.
  15. Not at all. Pretty thick skinned when it comes to business. I was invited to comment and listed a set of questions as a starting point. The answers to those questions are your not mine. I have no need to know. You then have to determine the Who, what, where, when, why and how? Again this is for you, not me. It is your project. From this you will build an idea of market size (value) and cost of execution and cost of sustaining the marketing beyond initial execution. From this you will make the determination as to whether you believe the size of the market pie you are targeting x the value in your product x the amount you estimate you will sell = Cost justification.
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