When Ben and Julia Collier returned to Ben’s fifth-generation sheep and beef farm in eastern Taranaki in 2014, they were confronted with the realities of marginal hill country, erosion-prone land and the relentless regeneration of mānuka, often seen by farmers as a nuisance to be cleared. Instead of fighting it, they leaned into it.
Recognising the ecological resilience and commercial potential of mānuka, the Colliers chose to work with the landscape rather than against it. What many viewed as an on-farm constraint became the catalyst for a new direction, one grounded in provenance, quality, and long-term stewardship of the land.
From that decision, Bee & Flow Mānuka was born.
From the outset, Ben and Julia were clear this wasn’t about chasing quick returns. They set out to diversify farm income in a way that aligned with the whenua and gave them control over their growth. Mānuka honey provided an accessible entry point, but Bee & Flow adopted a deliberately patient, demand-led strategy.
Moving from a strong local product to an export-ready brand demands sharp positioning and clear market validation. That is where the Venture Taranaki ScaleUp Grant became pivotal to their next step.
In 2024, Bee & Flow Manuka received a Venture Taranaki ScaleUp Grant to undertake targeted market research for the new Superfoods range.
This research focused on product naming, messaging hierarchy, positioning, and intended use across export markets.
Early testing at the Taranaki Farmers Market was critical, providing direct customer feedback and helping Bee & Flow to refine its product positioning in a competitive category. Crucially, the research provided early validation of customer understanding and product appeal, enabling refinements before scaling further.
For a small, growing business, this clarity reduced commercial risk and supported more confident decision-making around product development and market entry.
This process reflects the intent of the ScaleUp Grant, enabling businesses to test assumptions, and turn promising ideas into validated product pathways.
Product innovation at Bee & Flow is grounded in everyday life and refined through direct customer feedback. The Superfoods honey range was inspired by preparing simple, nutritious snacks for their young children, combining honey with yoghurt, seeds and nuts, and recognising the opportunity to pair high-quality mānuka with functional ingredients.
Today, the farm produces around two tonnes of honey annually, with the capacity to scale to 10–12 tonnes as market demand increases. Export markets were always part of the long-term strategy, with early engagement with the Ministry for Primary Industries supporting export readiness and initial shipments made to the Netherlands.
The current focus is on the United States and Australia, supplying health retailers and direct-to-consumer channels. Rather than pursuing rapid growth, Ben and Julia prioritise partnerships that align with their values around authenticity, traceability, and deliberate brand development.
Engagement with Venture Taranaki has extended beyond the ScaleUp grant, including participating at the 2025 Auckland Food Show as part of the Taste of Taranaki collective, which supports brand visibility and connection-building in key export markets.
With strong provenance, validated product insights, and a disciplined growth strategy, Bee & Flow Manuka has established a clear, lower-risk pathway to scale, aligned to export market demand and long-term commercial sustainability.