1.6.2008 High-quality honey takes German markets by storm

Lappi-Hunaja, which focuses on producing high-quality speciality honey, has created a strong brand in three years in the German markets, and the company already sells over half of its annual production to German-speaking Europe.

- Cloudberry honey that was recently selected the best brand honey in Finland is selling like crazy in Germany. You can only get the product for Christmas if you have pre-ordered it, explains Pasi Seikkula Managing Director.

Bee transfers to special destinations
In the midst of the worst recession in Finland in 1991, Pasi Seikkula decided to follow in the footsteps of his father Into Seikkula , who had been practicing beekeeping as a hobby near Rauma in the Lappi municipality, since 1945.

- There is overproduction of undefined bulk honey in Finland and that road did not interest me. I was familiar with fairs from my previous job. This generated the concept of producing specialised honey, direct selling and focused brand building.

Lappi-Hunaja's special merit is bee transfers from as far as 1,000 km away to special locations to generate honeys that are not available anywhere else in the world: Lappi's Taiga honey, Korpi honey, Jänkhä honey, Hillasuon honey, Spring honey, Summer honey, Autumn honey, Raspberry honey, Willowherb honey, Heather honey, Spruce honey, Lingonberry honey and Tattari honey.

- We currently have approximately 300 beehives places across the country, from western Finland to the polar circle. Approximately 15 million honey professionals fly a total of some 12 billion kilometres during the summer and produce approximately 20,000 kilograms of speciality honey.

Satakunta TE centre helped with the German campaign
Investments in quality have made Lappi-Hunaja the best known company in its sector in Finland. Mehiläishoitajainliitto (the Finnish beekeepers association) has awarded the company as the "Beekeeper of the year" and the speciality honeys have received several awards. Cloudberry honey was awarded the best brand honey this year. Lingonberry honey, which was previously the winner, was now a good runner up.

- You shouldn't rush into export projects or think you can do them on the side. In 2004 we were invited to the Christmas market in Rostock, Germany. Our company was in good health and we decided to take on the challenge. The first trip was immediately profitable which gave confidence for new market openings.

Seikkula explains that in the next year, 2005, the company invested everything in the German market and in building a brand. The Satakunta TE centre acted as a good cooperation partner which helped us increase our personnel resources in export marketing considerably.
- The name of the game was that the company either succeeds or fails with this effort. The project was a success and Aktischer-Honig Finnland became the best-known Finnish honey brand.

- Last year we sold honey in 12 towns across Germany. In the 2007 Christmas markets we appeared in 17 towns with 30 people working for us. We got heavily competed for sales stalls for instance in the Dresden and Cologne Christmas markets, where original special products are highly valued.

Unique taste experiences are being developed
The strategy chosen by Lappi-Hunaja to produce rare honey types and to sell the product directly in markets and fairs is producing results. Last year export exceeded domestic sales for the first time and represented approximately 70% of total sales.

Pasi Seikkula explains that Lappi-Hunaja continuously develops new original products that interest the export markets and pays special attention to the look and design of the packaging. New development projects are currently negotiated with organisations such as Tekes.

- The source of the nectar and the nature conditions affect the taste and hue of the honey. Our honeys offer a unique taste experience that you cannot find in basic honey. In the Central European markets, original natural products are valued like wine, where you can find hundreds of different flavours and experiences.

- Also for us, honey is like wine. For instance, the Lingonberry honey tastes of caramelised cloves, Hillasuon honey has the lushness of the marshland and cloudberry flavour, while the Willowherb honey offers a refreshing hint of citrus.

Text: Jorma Marttala/Aurora Borealis Production

Source : www.yrityssuomi.fi /Jorma Marttala

26.5.2008