Wednesday, 17 January 2024 10:55

Comvita flies into airport

Written by  Jessica Marshall
Comvita’s new Auckland airport store includes a large-scale hive ceiling feature which was created using 10,000 beeswax dipped fabric sheets. Comvita’s new Auckland airport store includes a large-scale hive ceiling feature which was created using 10,000 beeswax dipped fabric sheets.

As the world shifts to post-pandemic norms, honey producer Comvita is taking advantage by opening a new Auckland Airport store.

The new store, designed as a multi-sensory experience, is part of a partnership with Lagardere (Aelia Duty Free).

Comvita chief executive David Banfield says it’s important for the company to have a retail outlet at Auckland International Airport because it allows for the company to connect with consumers.

“Connection is an incredibly important part of the Comvita difference,” says Banfield.

“Airports, particularly Auckland Airport, is an important connection point for us to our overseas market where we are successful as a premium brand to our home in New Zealand,” he told Rural News.

He says that while the partnership with Lagardere has been in place since 2017, the new store is different from others Comvita has previously had in the airport.

“In March 2021, we opened our Wellness Lab in Central Auckland. It was based on an experiential retail concept, so this is the first time we’ve been able to bring that out of the Wellness Lab and put it in a place where you’ve got millions of tourists and consumers coming through.”

The new store includes a large-scale hive ceiling feature which can be seen throughout the Aela Duty Free space which was created using 10,000 beeswax dipped fabric sheets with beeswax sourced from Comvita’s hives.

There is also a custom 1.2 fine pixel pitch LED screen that was sourced to create an animated element featuring filmed footage of bees, mānuka, and honey.

Banfield told Rural News the site’s digital capability allows tourists and consumers to get a “bees’ eye view” of the terroir of New Zealand.

“We also give a moment to sort of escape from the mad world by having a virtual tasting and just that knowledge that you’re doing something nice for yourself at the same time,” he explains.

He says that during the pandemic, Comvita had to shift quickly to remote work and e-commerce, but now “retail is back”.

“Consumers are coming back to interact with us and connect with us… and it’s also a great lead measure to underline consumer demand,” Banfield says.

“We get to hear first-hand how consumers are using our products and the impact that we have.”

As many retailers shift to e-commerce, Banfield says physical stores and locations are still important because of the ability to connect with consumers.

“It ultimately moves the connection to be both head and heart, that realization of a connection there is super important.

“I would say one other thing that, you know, we see it with our teams around the world… through the pandemic period, whilst we have worked well being remote, you see a human importance of connection and these spaces allow us to connect in a beautiful way.”

More like this

Super puppies named

The Ministry for Primary Industries (MPI) has named its first litter of a super breed of biosecurity detector puppies.

Airport changes mean better biosecurity

Recent changes at Auckland Airport will benefit biosecurity, says MPI. A new layout and new x-ray equipment aim to increase space, allow the deployment additional staff, and improve flow for biosecurity checks.

Puppies ready for biosecurity training

New detector dog puppies and a recruitment drive to hire 30 new quarantine inspectors proves biosecurity is a top priority for the government, says Primary Industries Minister Nathan Guy.

Featured

Editorial: Fonterra's U-turn

OPINION: Speaking at the Chinese Business Summit in Auckland last week, Fonterra chief exuecutive Miles Hurrell revealed that his phone was running hot over the weekend.

A winner's view

Kingi Smiler, the chair of Wairarapa Moana ki Pouakani (WMI), said after winning the Ahuwhenua Trophy he was both elated and relieved and added it was a tough competition being up against Whakatohera Māori Board.

Farm 4 is number one!

A dairy farm near the settlement of Mangakino has won the prestigious Ahuwhenua Trophy for the top Māori dairy farm for 2024.

National

Machinery & Products

More horsepower for Puma

Case IH's introduction of AFS Connect, an option for its high horsepower tractor ranges, has now been rolled out across…

EU tractor sales hit the brakes

According to numbers sourced from national authorities, 151,800 tractors were registered across Europe in 2023, of which 26,200 tractors (17%)…

GPS in control

In a move that will make harvesting operations easier, particularly in odd-shaped paddocks, Kuhn has announced that GPS section control…

» Latest Print Issues Online

The Hound

True colours

OPINION: The watermelon party (AKA the Greens) try to portray themselves as an upright, self-righteous, caring bunch of woke, bicycle-riding…

Peace at last?

OPINION: Good news for hunters as Forest & Bird have "paused" legal action against the Fiordland Wapiti Foundation and agreed…

» Connect with Rural News

» eNewsletter

Subscribe to our weekly newsletter