To enhance the competitiveness of Changhua County’s agricultural products and broaden international perspectives, Changhua County Mayor Wang Hui Mei led a delegation—including the Director General of the Changhua County Farmers Association and key leaders of the county’s agricultural cooperatives—on a study visit to New Zealand’s honey processing facilities and kiwifruit orchards on December 8th. In recent years, Changhua County has actively promoted its honey industry—not only by holding annual honey quality evaluation competitions to optimize product quality and brand image, but also by seeking innovative marketing strategies. During this visit, the delegation toured BeeNZ Honey, one of New Zealand’s leading honey manufacturers, gaining a comprehensive understanding of world class honey production standards from hive to bottling. They also learned about the UMF? (Unique M?nuka Factor) international grading system. In addition, the group visited a kiwifruit orchard to study how New Zealand has successfully built a premium national agricultural brand through strategic marketing—insights that will help enhance marketing for Changhua’s own agricultural products. BeeNZ Honey is a major honey processor and exporter in New Zealand, renowned for its rigorous quality control and highly automated production facilities. The visit was facilitated by Ms. Helen Chiang, President of the Taiwanese Business Association of New Zealand. The delegation observed the entire production process from hive to bottle, beginning with hive collection, followed by moisture, flavor, and purity testing using advanced instrumentation. They then toured the production line, witnessing filtration, sedimentation, heat treatment, homogenization, and final bottling. Each step is precisely controlled for time and temperature to ensure nutritional value and consistent quality. A highlight was the UMF? grading system, an internationally recognized certification based on the concentration of unique compounds in M?nuka honey, such as methylglyoxal (MGO) and leptosperin. This system provides consumers worldwide with a clear and reliable quality benchmark and is regarded as the “gold standard” of the honey industry. Changhua County will use this opportunity to explore improvements in its own quality labeling, testing mechanisms, and market transparency. New Zealand’s global success in kiwifruit marketing stems not only from high quality agricultural production but also from forward thinking branding strategies. Zespri, the country’s flagship kiwifruit brand, has built a strong national identity through standardized operations, strict origin management, cohesive brand packaging, and storytelling driven marketing. During the orchard tour, the delegation studied cultivation management, harvesting procedures, and export regulations, gaining insights into how market analysis, consumer segmentation, and multi country distribution strategies help maintain high brand recognition and trust worldwide. Changhua County hopes to draw from this model to repackage its premium products—such as guava, grapes, honey, and rice—through integrated branding and international marketing to unlock new global opportunities. Mayor Wang emphasized that Changhua is a major agricultural county. In recent years, quality evaluation competitions for honey, guava, grapes, dragon fruit, and melons have helped raise product quality and upgrade local industries. However, there remains significant potential for growth in international branding and market expansion. New Zealand’s success—built on robust quality control, clear grading systems, and a unified national brand—has enabled its agricultural products to achieve high global value. Through this visit, Changhua County gained a deeper understanding of how New Zealand ensures quality from production areas to processing and marketing, and will consider incorporating these core principles into local agricultural development. The county will continue promoting agricultural industry upgrades, strengthening collaboration between farmers and enterprises, enhancing the promotion of quality marks, and integrating various local agricultural products to build a more internationally competitive “Changhua County Fresh Select” brand. By visiting BeeNZ Honey and the kiwifruit orchard, the county hopes to inject new international perspectives into Changhua’s agricultural sector. Learning from advanced global agricultural practices will inspire improvements in product quality, branding, and market strategies for Changhua’s signature products such as honey, guava, and grapes. The county aims to make this learning journey a cornerstone for future policy development, helping Changhua’s agricultural specialties reach broader international markets. Notes: 1. UMF? (Unique M?nuka Factor) is New Zealand’s official grading system for M?nuka honey. It evaluates quality, purity, and antibacterial activity by measuring key compounds such as methylglyoxal (MGO), dihydroxyacetone (DHA), leptosperin, and hydroxymethylfurfural (HMF). Higher UMF? numbers indicate higher concentrations of these components, stronger antibacterial properties, and better overall quality. UMF? grades typically range from 5+ to 25+. 2. Changhua County’s honey evaluation criteria include: (1) flavor, (2) aroma, (3) color, (4) diastase activity, and (5) hydroxymethylfurfural (HMF).
