When James Annabell bought a beehive for his father, conservationist Toby Annabell, it was simply meant to be a thoughtful gift. But unlike other Christmas presents, this sparked a whole new direction for the family. James had delved a bit into the honey industry after discovering it while playing professional rugby in Asia. That knowledge, alongside his and his Dad’s shared passion for ethical beekeeping, fuelled the growth from one single hive, to 100, then 1,000, and eventually the 4,000 that now make up Egmont Honey.

James has grounded Egmont Honey around accessibility, creating entry-level mānuka products that introduce new customers to the category. At the same time, the business has steadily reinvested in premium lines and innovation. From the outset, James has always challenged industry thinking. Rather than selling through brokers, he built direct relationships with major retailers, allowing the business to grow quickly and keep control of its margins. 

Within a few years, Egmont has grown into one of the fastest growing mānuka companies globally, exporting to more than 30 countries and partnering with retail giants Costco, Walmart, and Aldi. In China, a major market for honey, Egmont initially supported private label brands by supplying high-quality product and allowing local partners to manage distribution. Now, in a strategic partnership with major Chinese player Huatai, Egmont anticipates rapid growth through opportunities identified by the Huatai team.

Throughout this crazy journey, James has kept a clear focus on sustainability and maintaining strong rural partnerships, choosing grassroots causes and community health projects. The Taranaki operation, now manned by over 80 staff filling up to 15,000 jars a day, supports sustainable farming practices and doubles as a kiwi sanctuary. While focused on global expansion, James has shown high-growth export brands can be built from a family farm on the Taranaki coast.