Honey Cooperative's business strategy
Honey Union is a growing, international, and financially profitable company whose transparent business emphasizes ethics and responsibility towards the environment. The company's turnover will double in the next ten years.
Vision
will make domestic honey a hit product and a savior of Finnish nature, which belongs in everyone's daily diet.
Our mission
We offer our customers the most diverse product selection in the industry and act as an advocate for Finnish bees. We want to bring Finnish nature closer to the customer and give them the opportunity to influence the state of the environment and its bloom through our products.
Our strategy
Hunajayhtymä's business is built on a diverse honey selection and quality, agile service for grocery stores and the food industry. We offer consumers a direct channel for responsible and green purchasing. For our corporate clients, we share specialized honey industry expertise for the development of their own production processes.
The raw material procurement of Hunajayhtymä is based on professionally operating beekeepers CONTRACT MANUFACTURING and its subsidiary's honey TO THE REVOLUTION. The company's own honey production will be rapidly increased to an annual volume of 40-50 tons, after which production volume will ensure growth in honey sales and the maintenance of a sufficient buffer stock. The company has a responsible and transparent honey sourcing chain, which is also communicated to consumers through services such as traceability.
A strong brand and story bring growth
The company's revenue will double over the next ten years. We are seeking growth and profitability by productizing honey, branding our flagship products and the company, and by exporting the products of the world's northernmost honey-producing country to foreign niche markets. The Honey Cooperative's brand is strongly built on the taste, quality, and origin of Finnish honey. A long history and unique expertise in the field are an important part of our brand story.
We stand with our producers.
Our operations are transparent in both domestic and foreign markets, and environmental responsibility is emphasized in all our processes. Hunajayhtymä also works diligently to improve the conditions for professional Finnish honey production by maintaining good social relations with Finnish decision-makers and officials.
We support our contract producers in rapidly and profitably increasing their honey production with tailored investment and payment plans. If necessary, contract producers are also provided with skills-enhancing training and information. Special attention is paid to the precise payment times for honey deliveries, which is the most important measure of reliability among producers.
Our values
Authenticity It is the foundation of our product. We produce and package only authentic and pure natural products, transparently and responsibly. All stages of our operation are standardized to achieve a high-quality and consistent final product.
Greenness It is our biggest driving force. We want to save the world, cover tables with rich vegetable harvests, and see lush nature at every turn. Ethically produced honey and its diversified use are our most effective weapon for the well-being of our environment.
Domesticity It represents purity and rootedness to us. The raw material, originating from Finnish soil and environment, is bottled by a domestic company with Finnish labor. "Sinivalkoinen hunaja" (Blue-and-white honey) is our testament to domestic expertise in various fields.
Entrepreneurship signifies a prerequisite for our operations. Behind us stands a large network of small producers who trust their livelihoods to us. We ensure that our contract producers earn their living from us as entrepreneurs. We want to increase the appreciation and understanding of the responsible craft profession and the industry.
Honey Collaboration Fonecta FinderHoney Cooperative – Maker of Genuine Good
The Honey Cooperative's slogan, ”A Creator of True Goodness,” primarily refers to delicious and high-quality honey, but it also communicates responsibility in various contexts. Creating true goodness guides all of the Honey Cooperative's activities, but its primary aim is to promote biodiversity, flowering, and greenery with the help of bees. The Honey Cooperative's honey brings Finnish nature closer to the customer and gives consumers the opportunity to influence environmental well-being through their purchases. The slogan reflects the Honey Cooperative's values (authenticity, greenness, domesticity, entrepreneurship) and speaks to the opportunities for increasing honey consumption for society as a whole. The widespread use of honey as a sweetener can even be significant for public health, and in addition, it supports Finnish labor and entrepreneurship.
“Hunajayhtymä's products genuinely bring well-being. This can be in the form of a taste experience, beauty care, or physical well-being, but at the same time, every package used contributes to making nature better. This message deserves a significantly larger role than it currently has, and we hope it serves as an incentive for increasing honey consumption. Not everything can be used with a clear conscience nowadays, but in our case, every spoonful saves a piece of the world and makes the important work of beekeepers more profitable.”commented Gidde Lönnmark, brand and marketing director of Hunajayhtymä.
Honey Coop's Environmental Promise
The entire operation of Hunajayhtymä is based on an environmentally friendly natural product whose production promotes biodiversity. With our products, we give consumers and food industry actors the opportunity to save a piece of the world with Hunajayhtymä's authentic domestic honey, collected from small entrepreneurs and bottled with quality assurance in Loimaa.1. Increasing environmental awarenessThe Honey Cooperative invests in increasing domestic honey consumption and multiplying the pollination benefits produced by bees. In all our communications, marketing, and packaging, we highlight the positive environmental impacts of honey and increase consumer awareness of the importance of bees in the natural ecosystem.2. We act as the voice of the domestic beeWe actively lead the environmental discussion among industry stakeholders and transparently communicate our goals on various platforms.3. We exceed industry environmental standardsWe are the only ones in the industry to follow a quality assurance system where all our processes are documented. Regular auditing of certificates ensures supervision, including for processes in our production that may potentially burden the environment.Green values guide all our actions.We are actively seeking environmentally friendly packaging solutions, encouraging recycling and versatile reuse of packaging, and supporting our partners in implementing responsible and environmentally friendly projects.
