Blog 2: Building a World-Class Brand from New Zealand
Updated: Jun 30
JOURNEY 3 - SERIES 2 - BLOG 2 - A PART OF 2 BLOGS IN SERIES 2 - Reading time: 3 Mins
Kerry Paul is the Founder CEO of Manuka Health New Zealand. In less than 10 years a start-up global branded business of New Zealand natural health products was established and was selling into a distribution network of 45 countries with annual sales $73 million and employing more than 120 employees. This experience, along with his career in the globally focused dairy, meat, and biotechnology industries, is drawn upon by Kerry to provide the reader with background to help them in developing a global business. This case study highlights the international growth of Manuka Honey. The journey also reflects the realities faced by many New Zealand start-up businesses. These lessons provide valuable insights for New Zealand entrepreneurs. The experience demonstrates the challenges and opportunities involved in Building a Global business from New Zealand.
Kerry Paul brought decades of business experience to the table before helping shape Manuka Health New Zealand. With over 45 years in business and multiple start-ups behind him, he understood that success is rarely accidental. It requires a clear vision, disciplined execution, and the ability to adapt to changing market conditions. These principles became central to the growth of the company.
Manuka Health New Zealand operates in a highly competitive global market, centred around mānuka honey—a uniquely New Zealand product known for its antibacterial properties and health benefits and other natural health products. While the product itself is distinctive, the real challenge lay in transforming it into a trusted, premium brand recognised across international markets.
A key part of this success was positioning. Rather than competing on volume, the business focused on value. It emphasised quality, authenticity, and scientific credibility, helping differentiate its products in crowded markets. This approach allowed the brand to command premium pricing and build long-term trust with consumers.
Another critical factor was understanding global market dynamics. Expanding internationally is not simply about exporting a product—it involves navigating different regulatory environments, cultural expectations, and distribution systems. Kerry Paul recognised that each market required a tailored approach. What works in one country may not translate directly to another, and flexibility is essential.
Brand building also played a central role. In global markets, a strong brand is often more important than the product itself. Manuka Health New Zealand invested in creating a consistent, credible identity that communicated both its New Zealand origin and its commitment to quality. This helped the company stand out in markets where consumers may have little prior knowledge of mānuka honey.
Behind all of this was a focus on building a sustainable business model. Growth was not pursued at the expense of long-term viability. Instead, the emphasis was on creating systems, relationships, and capabilities that could support ongoing expansion. This included supply chain management, partnerships, and maintaining product integrity at scale.
Kerry Paul’s experience highlights an important lesson for entrepreneurs: global success is not about size at the start—it is about strategy, execution, and persistence. Businesses from smaller economies can compete internationally if they leverage their unique advantages and think beyond domestic boundaries.
His work with Manuka Health New Zealand demonstrates that building a global brand requires more than a good product. It demands a holistic approach, where every part of the business—from branding and marketing to operations and distribution—works together.
Today, the story of Kerry Paul and Manuka Health New Zealand serves as a powerful example of what is possible when ambition is matched with experience and strategic thinking. For entrepreneurs looking to expand beyond their home market, it reinforces a simple but important idea: global success begins with the willingness to think globally from the start.
This completes Series 2: Scale Your Business Worldwide and we invite you to join us for Series 3: How Manuka Health Created a New Competitive Landscape
Building a Successful Business
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