1. The business is mainly based in New Zealand, focusing on the R&D and sale of natural wound care and skincare products based on medical-grade Manuka honey.
2. It is a well-known brand in a vertical niche within Health / Medical, with competitors including Manuka Health and Comvita.
3. The official website brand terms are "First Honey" or "First Honey 麦卢卡蜂蜜".