Some say the
finest, most expensive honey in the world is Sidr honey that comes from the
valley of Hydramaut in Yemen.
“You should not
short change yourself by buying and taking processed or treated honey.
“Sidr honey is
well-known around the world and the honey is made by bees that only feed on the
nectar of the Sidr tree, in the Hadramaut region of Yemen,” said Johari Abdul
Wahab, who is the biggest importer of Sidr honey in Malaysia.
Johari has been
importing tonnes of Sidr and Sumur honey from Yemen, under the brand name
“Rayhanah”, over the last three years through his company Rayyan Salsabila
Enterprise.
The Sidr or
jujube tree is considered sacred and has been used for its purported medicinal
propertiesfor centuries. Real Sidr honey is harvested only twice a year when
the trees flower.
To appreciate
Sidr honey, you have to understand the history of the trees says Johari.
The ancient Sidr
tree is also known as Lote tree, Christ’s Thorn, Jujube or Nabkh tree.
History has it
that the jujube fruit was the first thing Adam ate when he was put on earth.
The wood from the tree was used during the time of Solomon and the Pharaohs to
build palaces and temples.
All parts of the
Sidr tree are said to have medicinal value. The leaves are used as herbal
shampoo, to treat dandruff, head lice, swollen eyes, abscesses, and reduce
obesity. The oil from the resin can be used as a deodorant while the wood ash
is used for the treatment of snakebites.
The fruit of
Sidr tree is said to be high in energy and the seeds rich in protein. The root
and stem bark are also used in various traditional medicinal preparations such
as an appetiser, astringent and also as cough medicine.
“The bees feed
exclusively on the nectar from the Sidr tree, which grows in the mountainous
areas and the valley of the Hadramaut region.
“This is the
story of Yemeni or Hydramaut honey, as it is often called, for the last 7000
years. The prized Sidr honey is unadulterated and raw.
“That is why it
is nutritious and full of goodness to keep you healthy,” said the 35-year-old
religious teacher who learnt about Hydramaut honey after studying in Yemen for
three years.
As Johari tells
it, one fine day, he received a call from a Yemeni friend, asking him if he was
interested in distributing and marketing Sidr and Sumur honey from Yemen.
“It happened
just like that. And I thought to myself, it would definitely be a good business
venture. Besides helping people gain access to the best honey, I’m also doing
my part to promote healthier eating,” said Johari who stocks all the honey in
his shop in Bangi, Selangor.
Johari says the
unique flavour of Sidr honey practically sells itself The minute the customers
get a taste of the honey, they are hooked forever.
“It has been a
wonderful venture for me so far and more customers are placing their orders. Word
of mouth and social media contributed the most to the initial marketing.
“It has been
absolutely superb because many people believe honey has medicinal value,” said
Johari who later roped in his mentor and consultant, Zulhisham Ayob of Al Shofa
Management & Consultancy and owner-operator of Pustaka Ilmu Islam, to help
out with the marketing strategy.
Putting in place
a clear action plan, a good marketing strategy and realistic goals, Zulhisham
used his experience in the media and marketing industry to raise the profile of
Rayyan Salsabila and make Sidr honey more appealing to the urban market.
Although he
declined to elaborate, Johari says the financial results have been very
encouraging.
The company now
imports more than 30,000 tonnes of Sidr honey a month.
“We have hired a
few people with a special set of skills to help Johari with marketing the
honey. So far, we have been getting favourable results and a tremendous demand
for the product,” said Zulhisham, 55. The former senior marketing manager for
Celcom and Colgate was the one who suggested the honey be sold in more
attractive packages and honey sticks.
The flavour of
Sidr honey was what drew Zulhisham to repeat his order and finally volunteer
his expertise to Johari. After buying a bottle of the honey, he now swears by
it.
“I’m sure many
people are like me. Once they have tasted Sidr honey, they will not want any
other honey. Sidr honey has a luxurious taste. It is unadulterated and the
flavour is smooth and thick. It is rich and unforgettable. People who have
tasted this honey will be spoiled and will not want any other honey,” he said.
For Johari, the
fact that he gets the honey straight from the beekeepers in Yemen, who happen
to be his friends, helps to confirm the authenticity of the honey he sells.
“Our premium
honey is sourced from beekeepers I trust and know personally. In fact, over the
years and while I was studying there, I have been to the place where pure Sidr
honey comes from — the Wadi Do’an (Do’an Valley) and the mountains of Hydramaut
where thousands of beekeepers converge. This is where the thorny Sidr trees
grow and also the birthplace of Yemeni honey for thousands of years,” said
Johari.
Apart from the
taste, quality is the most important factor when buying Sidr Honey.
“The thickness of
our honey has been proven. It is not mixed or adulterated with water or mixed
with any other type of honey.
Some say Sidr
honey helps with conditions like sinus problems, coughs and colds, sore
throats, stomach ulcers and digestive problems. In fact, some people believe
Sidr honey is an aphrodisiac and also boosts the immune system,” Johari says
with a chuckle.
“Different kinds
of honey differs in their composition, nutritional values and their therapeutic
properties.
“The climate
when the honey is being harvested and soil composition are key factors in
determining the colour, flavour, aroma of honey and how it tastes,” said
Johari.
“You can’t
consume ordinary honey and expect miracles to happen. The honey has to be
really pure. Only raw, unprocessed honey has proven to be effective,” said this
enterprising Johari who also distributes high quality black seed oil known as
Habatus Sauda and pure olive oil.
