AFL icon Buddy Franklin has embarked on a sweet new chapter, bringing Western Australia's premium honey to the Middle Eastern market as exports skyrocket under a landmark trade agreement.
From Football Field to Beehives
The football legend and his wife Jesinta Franklin discovered their passion for beekeeping after completing a course on the Gold Coast, transforming that interest into a thriving commercial operation. Their company, Honey For Life, has become one of Western Australia's leading beekeeping businesses, representing the state's agricultural excellence on the global stage.
Gulfood Showcase and Trade Surge
This week, the Franklins' products featured among 8,500 exhibits at Gulfood, the world's largest food trade show held in the United Arab Emirates. Their participation coincides with an extraordinary 1,200 per cent increase in Australian honey exports since last October, when the Comprehensive Economic Partnership Agreement (CEPA) between Australia and the UAE took effect.
"Showcasing our family-owned business Honey For Life at the Team Australia pavilion and entering the UAE market through CEPA marks a major milestone for our global growth," Franklin declared from the trade show floor.
"We're proud to represent Australia at Gulfood, showcasing premium, certified bioactive honey to a fast-growing Middle Eastern market that values quality," he continued. "For my family and I, health and wellbeing come first – which is why Honey For Life is committed to producing pure, bioactive honey with proven benefits for households worldwide."
Cultural Significance and Market Opportunity
Honey holds deep cultural significance in Arab societies and Islamic traditions, valued for centuries as both a healing substance and a symbol of gratitude. Australian honey enjoys particular prestige internationally due to the nation's biodiversity and stringent purity standards, creating ideal conditions for premium production.
Broader WA Export Boom
The sweet success story extends beyond honey alone. During the first two months of the new trade agreement, Western Australia's agribusiness and food exports to the UAE surged by $123 million – representing growth exceeding 220 per cent compared to the previous year.
Key export performers include:
- Canola exports valued at $104 million
- Barley shipments worth $15.2 million
- Sheep meat exports totaling $2.8 million
Government Support and Market Access
Trade Minister Don Farrell, who led a delegation of 44 Australian businesses to Gulfood, emphasized how the trade agreement creates unprecedented opportunities for producers.
"With our new trade deal eliminating tariffs on 99 per cent of exports to the UAE, it's easier than ever for Australian businesses like Honey For Life to access this thriving market," Minister Farrell explained.
"Gulfood is an incredible opportunity for our producers and exporters to showcase their premium products to buyers across the region," he added. "Last year $21 billion worth of deals were done on the floor of Gulfood – and we're expecting an even better result this year."
The minister highlighted that increased trade translates directly to greater income for Australia's world-class agricultural producers, strengthening regional economies and creating sustainable growth pathways.
A Sweet Future Ahead
As Buddy Franklin transitions from sporting hero to agricultural entrepreneur, his journey mirrors broader trends in Australian export innovation. The combination of celebrity endorsement, premium products, and favorable trade conditions creates a compelling narrative about Australia's evolving economic relationships with Middle Eastern markets.
The Franklins' venture demonstrates how personal passions can intersect with national economic priorities, creating successful businesses that benefit both local producers and international consumers seeking quality Australian products.
