Branding a Unique Alberta Honey
Preferred learners
- Alberta, Canada
- Academic experience
Categories
Project scope
- What is the main goal for this project?
-
Background
Concept: Create and capture new and unrealized value from honey produced on the Northern Prairie. The premise for the Concept is this: clear pure honey produced in cold weather climates embodies a set of attributes that can be uniquely differentiated and distinguished from the mainstream commodity providers
Objective: Develop a new premium product – a product that does not compete against traditional honey products. Rather introduce “Northern Prairie Honey” as a pure, pristine natural food product - a new honey product that is highly qualified, produced and processed in ‘sublime’ conditions with multiple ‘nutritional’ benefits.
Rationale: The honey market is heavily commoditized and driven by supplies from such countries as China, Vietnam, Ukraine, Argentina (all with warm weather climates and vegetation (including crops) that typically results in a ‘darker’ honey). Furthermore, it is evident that the market has become extremely price driven – the price levels are established by American buyers who are the major importers. Alberta as a major net exporter of honey is simply another source. Little or no added value (or price premium) is assigned to the quality of the honey being produced. Actually, the opposite is true – every opportunity to discount Alberta honey is applied. This situation is not likely to improve.
Outcome: A high level review of Alberta and Canadian Prairie honey production provides perspective on the financial benefits of marketing a premium product. Typical production in Alberta is 35 million pounds, and if 10% of this could be marketed at $7 per lb (4X commodity pricing), ABC members could see an additional $18 million in revenues. Similarly, for the prairie provinces, the increase in revenues would be nearly $40 million
Background: The cold weather concept for a North Prairie ‘cold produced and cold processed’ honey product is inspired by ‘Ice Wine’ - a product that captures unique value and led by Canadian vintners located both in the Niagara region and BC. Ice wine is uniquely positioned as a premium product and priced at levels that are 6 to 8 times higher than standard wines. Furthermore, ice wine can only be produced in regions that are subject to a minimum level of frost (below minus 8 Celsius). This is the critical threshold required to ‘freeze’ the grapes to the level capable of producing the required concentrate for ice wine
- What is the main goal for this project?
-
Background
Concept: Create and capture new and unrealized value from honey produced on the Northern Prairie. The premise for the Concept is this: clear pure honey produced in cold weather climates embodies a set of attributes that can be uniquely differentiated and distinguished from the mainstream commodity providers
Objective: Develop a new premium product – a product that does not compete against traditional honey products. Rather introduce “Northern Prairie Honey” as a pure, pristine natural food product - a new honey product that is highly qualified, produced and processed in ‘sublime’ conditions with multiple ‘nutritional’ benefits.
Rationale: The honey market is heavily commoditized and driven by supplies from such countries as China, Vietnam, Ukraine, Argentina (all with warm weather climates and vegetation (including crops) that typically results in a ‘darker’ honey). Furthermore, it is evident that the market has become extremely price driven – the price levels are established by American buyers who are the major importers. Alberta as a major net exporter of honey is simply another source. Little or no added value (or price premium) is assigned to the quality of the honey being produced. Actually, the opposite is true – every opportunity to discount Alberta honey is applied. This situation is not likely to improve.
Outcome: A high level review of Alberta and Canadian Prairie honey production provides perspective on the financial benefits of marketing a premium product. Typical production in Alberta is 35 million pounds, and if 10% of this could be marketed at $7 per lb (4X commodity pricing), ABC members could see an additional $18 million in revenues. Similarly, for the prairie provinces, the increase in revenues would be nearly $40 million
Background: The cold weather concept for a North Prairie ‘cold produced and cold processed’ honey product is inspired by ‘Ice Wine’ - a product that captures unique value and led by Canadian vintners located both in the Niagara region and BC. Ice wine is uniquely positioned as a premium product and priced at levels that are 6 to 8 times higher than standard wines. Furthermore, ice wine can only be produced in regions that are subject to a minimum level of frost (below minus 8 Celsius). This is the critical threshold required to ‘freeze’ the grapes to the level capable of producing the required concentrate for ice wine
- What tasks will learners need to complete to achieve the project goal?
-
No deliverables exist for this project.
About the company
- https://www.albertabeekeepers.ca/
- 0 - 1 employees
- Agriculture
Today, Alberta’s commercial honey producers manage 25 billion bees, representing nearly 300,000 colonies, to produce more than 40 million pounds of pure honey each year. That makes Alberta the #1 honey producer in Canada.
Alberta Beekeepers Commission has served the interests of Alberta beekeepers since 1933. Today, we support our 175 producers, work with industry and other partners to innovate and grow, and fund research to keep our bees healthy and our industry sustainable.
Portals
