Estonian honey producer Nordmel is expanding its presence in Asian markets with strong momentum. The company’s DNA-certified honey has now reached the shelves of South Korea’s prestigious Lotte Department Store, and its long-term partner in Japan placed a new container-sized order this November.
Both developments are closely linked to the company’s participation in export fair visits organised by Enterprise Estonia (EIS), confirmed Nordmel’s beekeeper and director Peeter Matson.
Nordmel has been active in Japan since 2021 and has participated in the Foodex trade fair since 2022. A contact made at Foodex eventually led the company to a South Korean partner, whom they met again at the Seoul Food 2024 fair in South Korea.
“The challenges in the honey market are global, and the solutions must also be global. We hope that the DNA-based honey authentication technology developed by Estonian scientists will be more widely adopted to ensure fair trade.”
Peeter Matson, professional beekeeper and Nordmel’s director
Now, Nordmel has taken the next step with the contacts gained through these fairs – the company’s honey is officially sold at Lotte Department Store, and together with their partner, they have set initial target markets and sales regions.
According to beekeeper Peeter Matson, the growing interest in Asian markets shows that Estonian honey is gaining trust among both consumers and retailers. “The challenges in the honey market are global, and the solutions must also be global. We hope that the DNA-based honey authentication technology developed by Estonian scientists will be more widely adopted to ensure fair trade,” he added.
Nordmel got a new order from Japan
Matson noted that alongside the South Korean news, a positive update also arrived from Japan.
“Our long-time partner informed us that their warehouse is already empty and asked us to send a new container. The cooperation has been running for three consecutive years, and now both sides share a clear goal of increasing the volume so that by 2027 Japan would receive three to five containers a year instead of one,” the beekeeper said.
“Enterprise Estonia gives you the fishing rod, but you still need to go and catch the fish yourself – everything after that depends on you.”
Peeter Matson, professional beekeeper and Nordmel’s director
He emphasised that success does not come from a single fair or a lucky coincidence. “Enterprise Estonia gives you the fishing rod, but you still need to go and catch the fish yourself – everything after that depends on you,” he said.
“Our current results are the outcome of several years of consistent work. Ninety-two percent of Nordmel’s sales come from exports, and that is no accident,” added Matson.
Last September, Nordmel shipped a container of the world’s first DNA-certified honey to Japan – a project created in cooperation with Estonian scientists and beekeepers.
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