Julian Wolfhagen never imagined that when he started his honey business in 1978, it would be sought after all over the world and particularly in Asia.
The Tasmanian Honey Company’s most popular honey is the leatherwood, which originates from the ancient leatherwood trees found in the state’s rainforests.
“Our leatherwood is the only one that produces this very distinctive flavor to honey, that has all sorts of health benefits, as well as a magnificent flavor,” says Julian.
"It's quite unlike any other honey anywhere in the world, so it's really a flagship for Tasmania and for our business.”
After growing up on a farm in central Tasmania, Julian was influenced by his grandfather, a hobbyist beekeeper who owned bee hives and a library of books about the craft of beekeeping.
Beekeeper checking the hives Source: Supplied
“The history [of beekeeping] had a profound influence in my early life,” he says. “I was fascinated by the whole process and the magic of honey itself.”
After spending his twenties in the corporate world, Julian decided to return to his origins, learning the craft of beekeeping.
He went on to sell Tasmanian-made honey on the commodities market before establishing his own brand.
“Towards the end of the 1980's, I realised that the only way that we could control our pricing was by having our own recognized brand.
“I established the Tasmania Honey Company as a brand and started to design, and develop packaging, specifically or uniquely around that brand.
“That was the secret to our ability to survive and prosper this far.”
In the last decade, the business’ revenue has doubled due to engagement with new markets through technology.
The Tasmanian Honey Company manufacturing site Source: Supplied
“The online sales has enabled us to access a lot of our potential customers, particularly in Hong Kong and mainland China.
"It's an area that traditionally we had some challenges gaining access to.
“Australia Post has (also) helped us enormously,” he adds.
“They can deliver our goods quickly and efficiently to those markets– China, Singapore etc, they have been providing a great service for that growth.”
With these tools at his disposal, Julian has set his sights on further expansion for the business.
“We are planning to continue promoting our online sales, we also want to develop a visitor and interpretation center.
“I would like that relationship to become a cradle to grave thing.”
