AfriLife Honey: Blending Tradition, Innovation, and Global Vision in Beekeeping
How a Tanzanian Brand is Redefining Sustainable Honey Production with Global Ambition.
In the vibrant heart of Tanzania’s Tabora region, a rich tradition of beekeeping has blossomed into a modern venture aimed at harnessing the power of beekeeping for both environmental sustainability and economic growth. AfriLife Products Limited, co-founded by Atanas Mluki, is on a mission to elevate Tanzanian honey to international standards—infused with purpose, creativity, and a profound respect for nature.
Growing up in a beekeeping family in Kabila village, Atanas saw the incredible potential of honey as a reliable source of income. After spending years in various industries and honing his skills in sales and marketing, he felt the pull to return to his roots. He realized that with the right branding, packaging, and access to markets, Tanzanian honey could truly compete with the best in the world.
A Mission Anchored in Nature and Empowerment
AfriLife is more than just honey—it's a whole movement! This company is passionately dedicated to turning beekeeping into a powerful force for:
Pollination and Environmental Conservation.
Food Security and Sustainable Agriculture.
Community Empowerment and Rural Livelihoods.
With these core values, AfriLife celebrates Tanzania’s lush forest ecosystems and highlights the vital role bees play in preserving biodiversity. Their approach beautifully combines innovation with community involvement, making sure that every jar of honey carries a story of transformation and shared success.
Accelerating Growth through Bevac Support
Thanks to the support of the International Trade Centre’s Beekeeping Value Chain (BEVAC) project, AfriLife has undergone a remarkable transformation:
Branding and Marketing Training: AfriLife's perspective on sales and customer engagement was redefined. With a refined approach to storytelling and digital content, the company now engages meaningfully with its audience online, driving tangible sales results.
Packaging and Compliance: The team was trained on effective labeling, sustainable packaging, and international packaging regulations. This knowledge unlocked access to previously challenging markets such as the UK and EU by aligning with consumer preferences and regulatory standards.
New Visual Identity: AfriLife has undergone a rebranding, complete with a sleek new logo, updated marketing materials like brochures and business cards, a polished website, and a vibrant social media presence. This transformation has sharpened the business's competitive edge.
International Market Exposure: Participation in national and international trade fairs including in Germany, Holland, and the UK-provided AfriLife with crucial exposure to market trends, consumer behavior, and global business dynamics.
AfriLife's Journey to Organic Certification and Export Potential: AfriLife has earned a spot as one of just two companies selected by ITC-BEVAC to pursue organic certification, a testament to its exceptional performance and dedication. The company is targeting June 2025 to achieve this certification. This milestone opens exciting export opportunities for AfriLife’s honey. The global honey market raked in a whopping USD 9.3 billion in revenue in 2023, with organic honey making up an impressive 78% of that market share, as reported by market.us. This creates a fantastic opportunity for AfriLife to tap into the increasing global demand for organic honey.
Innovation Born from Opportunity: Spiced Honey
The knowledge gained from BEVAC’s global experiences inspired AfriLife to create an exciting new product line: Spiced Honey. This infused honey collection is tailored for niche markets, both at home and abroad, delivering a one-of-a-kind taste that combines traditional Tanzanian honey with vibrant flavors. This innovative product is poised to be a real game-changer for AfriLife, especially as they gear up for their first export shipment in 2025, right after the harvest season.
Leading by Example…
AfriLife’s journey serves as a compelling reminder that when innovation is grounded in tradition and backed by a supportive ecosystem, it can unleash incredible opportunities for the youth and rural communities in Tanzania. As the company forges ahead towards becoming export-ready and diversifying its products, it’s inspiring a fresh wave of agro-entrepreneurs across the country.
AfriLife also wants to express its sincere gratitude to ITC’s BEVAC project for its life-changing influence—showing that with a clear vision, skill development, and global connections, Tanzanian honey can truly take center stage on the international market.
Stay connected with AfriLife Products Limited
Follow their journey and explore their products online through their website.