The Market Is Moving Again - And That’s a Good Thing

This season hasn’t been defined by volume.

It’s been defined by something far more important - a shift in the market.

In the field harvesting this seasons Manuka crop

Across the industry, production has been impacted by weather conditions. For many, this has meant a lighter harvest than previous years. But rather than seeing this as a setback, it’s worth stepping back and looking at what it signals more broadly - Because at the same time, buyer activity has strengthened.

The Manuka Orchard team are seeing increased enquiry, active negotiations, and genuine demand returning to the market. And with tighter supply, that demand is beginning to have an impact - lifting price expectations and reintroducing a level of discipline that has been missing in recent years.

There is still a gap between buyers and sellers. But that’s normal. In fact, some would say it’s healthy.

What it does show is that the market is working to find it's balance again.

Recent global trends support this shift. As highlighted in industry reporting, including coverage from The Apiarists Advocate, exports to key markets like the United States have surged, with demand for high-quality mānuka continuing to grow.

"What we’re seeing locally is part of that same story - a more selective, more considered market, where quality and relationships matter, and where having the right structure around extraction through to sale matters more than ever." - Logan Bowyer

Why This Matters

For beekeepers, this shift reinforces the importance of certainty - knowing where your honey is going, and how it will be positioned in the market.

For landowners, it highlights something equally important:

“Not every season will be the same - but the long-term opportunity remains strong.”

Honey samples

And for the industry as a whole, it’s a sign that the market is maturing.

Heading Into Fieldays

As we head into Fieldays and the Winter months, the conversation shouldn’t be about how much honey was produced this season.

But more about what comes next.

1. How do we create more consistency in supply?

2. How do we build stronger alignment between producers and buyers?

3. And how do we make sure the value of mānuka is realised over the long term?

Because if this season has shown anything, it’s that the best years for mānuka won’t be driven by volume alone - they’ll be driven by structure, partnership, and smart thinking.