Sarah Wells, Founder of Hinterland Certified Organic Manuka Honey
Name: Sarah Wells
Founder: Hinterland Certified Organic Manuka Honey
Who is Sarah Wells?
Sarah Wells is the founder and lead beekeeper of Hinterland Organic Mānuka Honey. A fifth-generation farmer on her family-owned land, Sarah left a successful career as a television news broadcaster to return to her family roots and farm in the remote Central North Island High Country to enjoy a slower-paced lifestyle. In an industry typically dominated by males, Hinterland’s beekeeper staff is exclusively female with Fiona Gallagher and Tash Logan working with Sarah to look after the hives. Fiona’s husband Tom is also a key Hinterland team member helping to look after logistics. Sarah’s grandfather established a 2,000-acre private scenic reserve on one of the family’s farms (her great great grandfather settled here in the 1880s). With its acres of dense Mānuka, it was here that she was inspired to start beekeeping, with the aim of producing the highest grade of USDA certified organic Mānuka honey. Sarah is passionate in her mission to work with the land, nature, and the bees in a harmonious manner to ensure no corners are cut in providing consumers with the finest organic Mānuka honey available. In addition, her goals include educating consumers on all things Mānuka to help them understand the process, the land, the people, and the benefits.
Sarah and her husband Tom reside in the Taoroa District on a 5,000 acre regenerative style farm (its land so pristine and beautiful that it has been used by Hollywood film crews including by Amazon which shot scenes there for the Lord of the Rings TV series) with their three children, Ted (8), Millie (6) and Jonty (2).
In less than three sentences tell us about your company and what you do.
1. The only USDA Certified Organic UMF Verified full range of Manuka Honey
2. Founder is 5th generation farmer, mother of 3 and beekeeper Sarah Wells
3. Packaged in glass easy to reuse/recyclable glass jars.
4. Non-GMO verified.
5. Special Whakatauki (proverb) gifted from the local Ngati Whitikaupeka tribe on every jar To Aroha – which translates to From Hinterland with Love this was important so that we can share not only this extraordinary Organic Manuka Honey with everyone but also share the land and the people of Mokai Patea where all of this originates. This is the heart of our company.
What does BEING a FoundHer mean to you?
Being able to do what I love. I am passionate in my mission to work with the land, nature, and the bees in a harmonious manner to ensure no corners are cut in providing consumers with the finest organic Mānuka honey available. In addition, my goals include educating consumers on all things Mānuka to help them understand the process, the land, the people, and the benefits.
How do you support other female founders and women in business?
Relating to women in business, Hinterland has exclusively female beekeepers.
At what point did you make your company a full time gig? How did you know the time was right?
2023. I wanted a better life/work balance and it was always my dream to start beekeeping on my family's land, with the aim of producing the highest grade of USDA certified organic manuka honey.
Let’s talk social media—who handles it for your company (you, an internal team member, an outsourced solution?) and what is the secret to making it successful? What is the biggest challenge?
I actually handle it myself. Being a start-up we do not have a large staff nor budgets at the moment for outsourced solutions. We have just started efforts in the U.S. and it is rewarding as things happen, watching our social grow, new retailer placement etc.
What is something you do differently from the industry standard?
We offer the only full line of certified organic manuka honey.
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