Capilano’s Buisness model relies on the ignorance of its customers. Woolworths supermarkets is actually sourced from Capilano. Macro is, of course, one of Woolies house brands, and reserved for organic products. So the label on its Macro honey says only that the honey has been packed for Woolworths. It doesn’t say where it is actually sourced. I’ve been wondering about that for some time now, partly because Macro honey is not expensive. Indeed the 400gram upside down jar of Macro on sale at a nearby Woolies supermarket this week (in Brunswick, Melbourne) was priced at just $6.00. That works out at about $15.00 per kilo which is in the low to middle range of retail prices for packaged honey in Australia. I finally realised last week, however, that I could trace the supplier through the Australian Certified Organic (ACO) label on the bottle. That’s because every ACO label includes a certified supplier number. For Macro the ACO number is 472. If you do a search on that number at the ACO web site at www.aco.net.au you’ll see that the supplier is, in fact, the 500lb gorilla of Australia’s honey industry – Capilano. It’s the 500lb gorilla because the Australian Honey Corporation Ltd, otherwise known as Capilano, dominates the local market with an estimated 65% share of all packaged retail honey sales. Capilano’s market domination is undoubtedly sustained by clever and astute marketing practices, including packaging under different brands. Along with its main Capilano brand, the company has at least three other big brands in Australian supermarkets today, including Allowrie, Barnes and Wescobee ( in Western Australia). So if you’re shopping for honey at Woolies, and wondering about the Macro honey, don’t be fooled – its really just another Capilano product. https://www.tastyhoney.com/blog/general/woolies-macro-organic-honey-is-actually-a-capilano-product/ Other Capilano brands are Allowrie , Barnes, Chandlers, Sunny Flo , and Wescobee.