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From the very beginning, you should know you intend to operate overseas: if you are going to compete internationally, then you need to build a global consumer brand. This is not a side project or an optional extra—it is central to your strategy. A brand, after all, isn’t just a logo or a tagline; it’s the way people around the world perceive your company. And perception, especially in international markets, is everything. This is a major challenge when building a global busin

Ironically, one of the best ways to build a global brand is to first succeed in your domestic market. Overseas distributors want proof the brand is already performing well in New Zealand before they commit to launching it abroad. The home market becomes a testing ground—a place to refine products, packaging, and messaging before taking them global. Building the brand in the home market is a critical step in building a global business from New Zealand.

When people talk about going global, it’s easy to focus only on international markets and overlook the role of your own backyard. But in my experience, the New Zealand market is not just important—it is essential. It is your testing ground, a place where you trial new products, refine marketing messages, and built credibility before knocking on the doors of overseas distributors. This is a key business strategy for New Zealand entrepreneurs.

When people think about building a global brand, the focus often falls on marketing, packaging, or product innovation. But none of these matter if you can’t reliably get your product into customers’ hands. Distribution is not a side issue—it is the backbone of global expansion. A brand lives or dies on the strength of its sales and distribution capability in each market.

Your distribution journey can start almost by chance. By example, a Japanese businessman sees your products in a tourist store, contacts you, and by the end of the day, you have met them and started the distribution partnership. That was how it can often happen in those early years: connections, conversations, and as a result of a lot of travel.

If you want to compete globally, you can’t stand still. Innovation is not a buzzword—it is survival. Without a steady pipeline of new, credible products, it is nearly impossible to attract distributors, convince retailers, or keep consumers engaged. Distributors in particular, always ask the same question: what’s next? If you cannot show them a strong product pipeline, they look elsewhere.

Why the Supply Chain Matters

The Customer-Centric Supply Chain For me, the heart of supply-chain management was always about the customer. Distributors need to know they can trust you. If you let them down, they wouldn’t just hesitate to reorder—they’d hesitate to sell. Once a customer is lost because of poor supply, winning them back requires enormous effort.

Why Every Business Needs an Exit Strategy No matter how passionate you are about building a company, there comes a time when you have to consider how you’ll eventually leave it. An exit strategy isn’t just about selling—it’s about making sure the business continues to thrive under new ownership. For the New Zealand entrepreneur this is one of the most difficult challenges. How to balance shareholder returns whilst ensuring other stakeholders are fairly treated.

Manuka honey naturally contains methylglyoxal (MGO), a compound providing stable anti-bacterial activity. Methylglyoxal concentration in the honey varies with higher concentrations providing stronger anti-bacterial activity. No other food, including other honeys has naturally any significant methylglyoxal concentration. Methylglyoxal Levels in Foods Comparison (mg/kg) Flowers of the manuka tree ( Leptospermum Scoparium ) in their nectar produce a compound dihydroxyacetone (DH

Kerry Paul The discovery of methylglyoxal (MGO) significantly boosted the credibility of manuka honey worldwide. Until June 2007, international sales of manuka honey were limited because the industry struggled to explain to consumers and the scientific/medical community why this honey was unique. While all honey was traditionally claimed to be anti-bacterial, there was no clear explanation for why manuka honey was different. I, Kerry Paul, the Founder of the MGO Manuka Honey

The discovery of naturally-occurring methylglyoxal (MGO) in manuka honey was a pivotal moment for the product. This breakthrough provided consumers with a clear and logical explanation for why manuka honey is special, justifying its substantial price premium over other honeys. The difference in MGO levels in Manuka honey explains the price differential since the higher the concentration the higher the price. The impact on global sales of New Zealand manuka honey was immediate

Until June 2007, the New Zealand manuka honey industry relied on a holistic approach to marketing the product through the Unique Manuka Factor (UMF). However, the weakness of this approach was that nobody knew what the factors were. This inability to explain why the honey was superior meant that neither consumers nor the medical and scientific communities were prepared to support it. I set out to establish scientifically what was in manuka honey that was driving its stable an

In 2007, I, Kerry Paul, invited competitors to join me in marketing manuka honey under the MGO Manuka Honey System. Initially, the response was negative, and some even tried to discourage Manuka Health from marketing based on MGO content. I found this to be ironic since being transparent to consumers substantiated the unique health benefits of Manuka honey. Over the next few months, a group of New Zealand competitors launched a global public relations campaign aimed at discre

Eventually, competitors had to move to the MGO Manuka Honey System, a change that occurred about four years after I launched it. Over these four years, resistance to the new system evaporated as the adoption of the MGO approach grew rapidly worldwide, including its acceptance by the scientific community. The qualitative UMF assay was dropped and replaced by the quantitative methylglyoxal measurement. Professor Peter Molan, University of Waikato developer of the UMF trademark

My interest in manuka honey had been sparked from childhood. My Uncle Don was a bee-keeper in Te Awamutu, Waikato during the 1930’s. His focus was producing clover honey for his own retail brand in local shops. During this period large tracts of the manuka tree still existed in the Waikato. With further land development no large tracts exist today. Uncle Don Paul, 1930's beekeeper who observed health properties of manuka honey Uncle Don told me he used to produce manuka honey

Abel Tasman’s 1642 expedition is widely accepted as the first European arrival in New Zealand—but could Portuguese or Spanish navigators have ventured here earlier? Portugal (like India before it) had two commercial aims: control of the East’s spice trade and the acquisition of gold. Gold was important for the manufacture of coinage and if there was a shortage it could restrict business. By the early 1500’s the supply of gold from Africa was in decline. New sources had to be

Mendonça’s fleet mapped the eastern coastline of Australia and most of the North Island of New Zealand long before other modern European explorers officially recorded their discoveries. The map is included in the Vallard Atlas, part of the Dieppe Portulan map series stored in the Huntington Library, San Marino, California, USA . Vallard Atlas Front Cover The Vallard Atlas is a remarkable collection of maps that depict the extensive Portuguese voyages of the time with astonish

Mendonca had departed from Malacca, Malaysia with four ships in January 1522. Mendonca sailed a 3 masted carrack (1000-2000 tonnes). By comparison, it could sail at twice the speed of Cook’s 368 tonnes Endeavour 250 years later. Cristóvão de Mendonça’s Carrack Mendonca’s Fleet Enroute to New Zealand (Conceptual) Second ship a caravel, third a bargantim or brigantine, the fourth, a parau – Malay sailing vessel (Captain Goncalo Homem)- this ship was designed for close inshore e

Mendonca’s voyage around the North Island continues as we further explore the Portuguese discovery of New Zealand and New Zealand’s early European explorers . Mendonca decided to sail south of Mt Egmont (Taranaki). The Vallard Map shows the coastline running east and eventually turning back toward the southwest before ending abruptly at a prominent round headland. This headland matches the shape of Cape Terawhiti, at the extreme southwestern point of the North Island. Illa do

Mendonca’s voyage around the North Island continues. North of the Bay of Plenty is a small promontory or headland representing a truncated Coromandel Peninsula and an offshore island. This corresponds in both shape and position to the mountainous Great Barrier Island. The island seems to have been drawn on a larger scale. The two harbours on the island’s sheltered western coast are shown in some detail, suggesting Mendonca may have moored there. The harbour of Tryphena, at th

Mendonca’s chart of Wellington Harbour is meticulously detailed, highlighting key features that could only be captured through firsthand experience. The harbour would have been an ideal location for the Portuguese to make repairs and replenish their fresh water supply after enduring a storm off Australia’s eastern coast. Over the years, evidence has surfaced supporting Mendonca’s presence in Wellington Harbour. Around 1900, the Wellington Museum acquired an iron helmet found

After clearing Great Barrier Island, Mendonca’s priority was to set course for the Portuguese base in Malacca, Malaysia. By then, it would be around one year since he left Malacca, likely early autumn in the South Pacific. He would be sailing at the right time to take advantage of the strengthening southeast trade winds to return to Malacca and then India. Mendonca needed to reach Goa, the major Portuguese naval base for the Far East, by September 1523 to avoid the contrary w

Preamble:  The Treaty of Tordesillas, signed in 1494, was an agreement between Spain and Portugal to divide newly discovered lands outside of Europe. It established a line of demarcation, with Spain claiming lands to the west and Portugal to the east. This division aimed to prevent conflict between the two powers during their age of exploration and colonisation. Treaty of Tordesillas 1494 Division Line Between Portugal and Spain The Portuguese had strong incentives to keep an