CVT
06/12/2012 08:30
GENERAL
REL: 0830 HRS Comvita Limited
GENERAL: CVT: Comvita to Expand Visitor Attraction in Bay of Plenty
International health and beauty products company, Comvita, is to expand its
visitor attraction at its Paengaroa site in the Bay of Plenty to a world
class standard, to take advantage of the growing recognition of its brand and
products in international markets.
The attraction, to be developed in a joint venture with tourism company, The
Department of Discovery, will extend the existing Visitor Centre (established
in 2003) by 470 sqm.
Comvita Chief Executive Brett Hewlett said: "Based on our experience over the
last 10 years, we know that visitors go on to become very loyal customers.
The new tourism experience will build Comvita brand equity, through
increasing our recognition with visitors from key markets such as Asia,
Europe and Australia."
Comvita and The Department of Discovery will jointly invest a total of $1
million in the centre. Construction will start in March 2013 and the visitor
experience will open to the public in late October 2013.
"It will reinforce the Comvita brand by telling the story of Manuka honey,
nature's healing power and the company's history of growth and innovation
with interactive experiences, a product staging area and a cafe," says Mr.
Hewlett.
"It will celebrate our knowledge, our innovation and the success of our
wellness products as well as our concern for the natural environment."
Department of Discovery Managing Director, Andrew Te Whaiti says the new
attraction will be modeled on the 'New Tourism' ethos and will be a
tremendous boost for tourism in the Bay of Plenty.
"New Tourism is about engaging with consumers and stakeholder groups,
creating, inspiring and innovative visitor experiences and tapping into human
emotions by sharing history, values, achievements and vision for the future.
This approach to tourism truly connects in meaningful and lasting ways with
visitors - both international and domestic - as well as with businesses and
consumer communities," said Mr. Te Whaiti.
This project will be funded out of cash flow and is expected to be profitable
soon after completion.
Meanwhile, the six hectares acquired in 2011 immediately adjacent to
Comvita's Paengaroa site, have been rezoned as Industrial, the same
designation as our existing 1.6ha site. The enlarged area will be known as
the Comvita Campus Zone.
Mr. Hewlett says: "this large area of land now appropriately zoned, will
allow us to expand our warehouse, office and production facilities at
Paengaroa without physical constraints. We can also accommodate other
like-minded businesses who may wish to locate here."
"The key aspirations for the site are to create an environment which is based
on sustainable environmental and building principles. We are in the early
stages of design with the build programme projected to extend over the next
five years."
During the review of our growth requirements there was a strong desire to
remain in Paengaroa and continue to be part of the community, as we have been
since the Comvita's inception in 1974, says Mr. Hewlett.
# Ends #
For further information:
Comvita CEO, Brett Hewlett, 021 740 160
Comvita Chairman, Neil Craig, 021 731 509
Comvita Communications Manager, Julie Chadwick, 021 510 693
Background information
About Comvita (www.comvita.co.nz)
Comvita is an international natural health and beauty products company with a
strong New Zealand heritage. We are committed to the development of
innovative natural health and wellbeing products, backed by credible
scientific research. We develop and manufacture products in the categories of
Health Care, Personal Care, Wound Care and Health Foods. Manuka
(leptospermum) honey is at the core of the Comvita product range and we are
the largest manufacturer and marketer of this uniquely New Zealand resource.
We sell into more than 18 countries through a network of wholesale and
third-party outlets, more than 470 branded retail outlets throughout Asia -
including 400 stores in 40 cities in mainland China and online. We have
offices in New Zealand, Australia, Hong Kong, Japan, Taiwan, South Korea and
the United Kingdom.
About The Department of Discovery (www.departmentofdiscovery.com)
The Department of Discovery (DOD) was established in 2000 to undertake
strategic tourism consultancy and tourism asset management. We are an
NZ-based company also registered in the USA. DOD has undertaken tourism
research assignments for Government and regional tourism organisations and
business on and off-shore with major projects in Fiji, Hawaii and mainland
USA. In 2008 DOD was nominated for the National Geographic Global Eco-Tourism
Award, demonstrating our commitment to and understanding of, destinations
through the creation of unique world class hospitality, cultural and tourism
experiences. DOD created a new concept of Brand Tourism which supports brand
initiatives and creates lasting consumer and visitor loyalty. DOD has
strategic partnerships with Warnick & Co (with offices in Chicago, Los
Angeles, Minneapolis, Phoenix and New York) and with Marketing Services
Travel & Tourism Ltd in London, which is a key partner supporting our
UK/Europe tourism networks.
End CA:00230744 For:CVT Type:GENERAL Time:2012-12-06 08:30:12
