The Active Manuka Honey Association is changing its name and rebranding. The new name is The UMF Honey Association.
The new name "UMF Honey Association" was officially launched today by Chairperson Neil Stuckey, with bold new branding, a new website and other changes designed to underwrite the positioning and integrity of this iconic New Zealand product in international markets.
This change is being made to reinforce the UMF® (UNIQUE MANUKA FACTOR®) quality trademark. Along with the new name, a new design for the quality trademark is being introduced and the Association's website and information pamphlet are being revised.
This initiative has been brought about by concern that consumers were potentially being misled in the marketplace by use of the word "active. All honeys have a level of activity but it is only some Manuka honey which has unique antibacterial properties. The Association is very keen to ensure the UMF® quality trademark represents this unique activity along with an array of quality standards that support this natural activity found in some Manuka honey. A major promotional drive is being undertaken in all territories in which UMF® Manuka honey is sold. This includes the release of the names of overseas laboratories that are involved in the recently introduced international verification programme.
Quality Trademark
The new quality trademark is a unique design. It denotes the level of Non-Peroxide Activity and features the registered UMF® quality trademark:
Corporate Name and Logo
The new corporate logo and name is as follows:
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