Mānuka honey exporter Comvita is teaming up with one of America's most powerful sports and entertainment agencies to market a new line of products.
Photo: Supplied
Comvita has announced a new partnership with the US brand development company Caravan, which is a joint venture with talent agency Creative Artists Agency (CAA), which represents celebrities and sports stars such as Nicole Kidman, Lady Gaga and Cristiano Ronaldo.
Caravan helps high profile individuals build companies around their personal brands.
The new partnership would see the creation of a celebrity-backed lifestyle brand that promotes the healing properties of mānuka honey and propolis.
"Despite the progress we have made recently, the benefits of mānuka honey and propolis are relatively unknown in North America," Comvita chief executive David Banfield said.
"Our partnership with Caravan will amplify the awareness and benefits of mānuka honey and propolis through the eyes of celebrities who turn to Comvita for solutions."
Details surrounding the types of products that will be produced and when they will be released is commercially sensitive, Banfield said.
Comvita reported a strong return to profit in the year ended June.