Manuka honey from New Zealand is the world’s most coveted honey. It’s supposedly unique healing properties make it a high-demand consumable in the elite circles. It is derived from the nectar of a native bush called leptospermum scoparium and is has been enjoying a boom in popularity in the last 30 years.
In 2017 for example, the annual shipment of the manuka honey industry was $270 million.
By 1991, manuka honey was marketed in the U.S. which was going through a health and fitness resurgence, gaining massive adoption and cult status. It also gained traction as a versatile and healthier sugar substitute.
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