Marketing Your Honey
Do you have honey to sell but don’t know where to start? All of us have our devoted customers. These are the ones who spread the word for free as they buy up our first fruits of the season. And these are the folks you want buying your honey. But marketing and selling surplus honey takes a bit more than word of mouth if you have more than a few gallons to sell. So, here’s a primer on how to start marketing and selling your surplus honey this season.
First Things First
Before spending hard-earned cash on canning jars, cute labels, or designer containers, first determine who your primary market will be. Will it be the neighborhood play date moms? Or the farmers at the local co-op? Could it be the small cafe down the street? Or, perhaps, you’d rather venture into farmers markets, craft shows, or consignment shops. And don’t forget about the local grocery stores, church bizarres, state fairs, and even online sales.
When it comes to selling honey, there’s always a place for it. Sometimes you just have to get creative and think outside the box. For instance, in my little town, most places eager to sell local honey are already spoken for by our more established beekeepers. These places have had their honey supplied by these beekeepers for years — sometimes for decades — and I, for one, won’t step on those toes just for a buck. So, I place my jars of honey in brick-and-mortar establishments about an hour or so from our operation and conduct direct-to-customer sales only at our farm and via online sales. And this keeps the local competition from being competition.
When searching for markets, don’t be afraid to stretch a little and reach out to areas just beyond your town. Most establishments are more than happy to order a large enough minimum to justify the distance. And if not, maybe consider a different establishment to offer your honey.
Packaging
Once you know your market, you can determine which type of packaging to use. However, don’t underestimate the value of carefully planned packaging because personal tastes and biases dictate what a customer finds of value. The goal is to match the container and label to the customer while matching packaging costs to your budget.
Suppose your honey is packaged in a plain canning jar with a basic label that will smear at the first speck of dribbled honey. In that case, those customers who believe a premium price and high-end packaging determine a product’s quality will likely move right past your product. However, if you bottle that same honey in a designer container with a waterproof label that denotes high value and prestige, those same customers will line up to take all you have to offer — often at a higher price.
Similarly, if marketing to back-to-the-earth type folks, your honey may do better in a traditional canning-style container because it reminds them of a simpler life. If your honey is sitting on a natural food store shelf, packaging should appeal to the sense of “natural,” “fresh,” “good for the Earth,” and all the other earthy vibes expected at a natural food store. And this is why knowing your market is paramount to your honey-selling success.
In addition to your market, also consider the pros and cons of the various materials offered. For instance, glass is very easy to sterilize, and may be upcycled, recycled, or simply reused. However, it’s heavy. It can be pricey. And glass containers don’t offer squeeze spouts. Plastic, on the other hand, is easily squeezed by both arthritic hands and young hands alike. Plastic is also lighter and often cheaper than glass. As an added bonus, plastic boasts the same recycling and upcycling options as glass does. However, many people go to great lengths to avoid plastic around foodstuffs, so consider this when evaluating your packaging needs.
Just like jars and other containers, labels also come in a variety of materials, each with its own pros and cons. Honey dribbles, and wiping down jars with soap and water have disastrous results on non-waterproof or paper labels, often rendering these labels illegible with a single wipedown. However, waterproof material keeps the container and label streak-free and legible at all times. Even better, many of these labels are removable, a boon for those wishing to reuse containers. However, if labels are too easy to remove, they can be tampered with on store shelves.
Consider using labels that add an extra bit of flair to your product. For instance, use the “local honey” label to differentiate your product from the mass-produced honey sitting next to yours. If you offer varietal honey such as sourwood, tupelo, clover, or even wildflower, be sure to include that information, too. Even labels denoting the benefits of honey are useful. Just be sure to research FDA requirements regarding any benefit claims as well as if, when, and how the words “natural” and “organic” may be used, as these are all heavily regulated.
Pricing
I market primarily to the locals who support local businesses. These folks are content paying premium prices as they’re well-educated on the challenges of farming and running a small side business. But I also place my honey in natural food stores and other grocery-type stores. This means I have to select a price point that meets both markets’ needs while also covering my own expenses.
I’m fortunate because both markets easily handle my premium pricing. However, I also want to appeal to those who enjoy local honey but must also budget closely. I don’t want anyone left out. How do I do this without losing profits? I offer multiple sizes and quantity pricing rather than dropping my overall pricing. This one feature alone has saved me countless sales. And a sale saved is money earned, no matter the size of the jar.
I also do some research such as reading the monthly USDA National Honey Report to get to the starting point of product pricing. Each month, the USDA issues this report on average honey prices nationwide. These averages are for every type of honey varietal, from buckwheat to clover to sourwood. It also states averages for every color of honey from amber to dark, and averages for wholesale, retail, and everything in-between. Some areas can handle the highest prices offered on the report, while others can only manage 50 to 70 percent of the averages. Talking with local beekeepers and checking out local prices goes a long way to obtaining the best price for you and your customers.
In the end, pricing is about how much you can charge to aquire repeat customers, so a bit of trial and error is in order. If you think your pricing is too high, have a sale, because everyone loves a sale!
Marketing and selling honey takes a bit of practice and attention to detail. Knowing your market, selecting packaging, and setting prices are just the tip of the iceberg. However, virtually every area offers plenty of options for getting your honey into customers’ hands. You just have to look for them.
Social Media and Online Sales
In today’s age, we can sell nearly anything online and through social media. And honey is no exception. Facebook, Instagram, and other platforms offer plenty of opportunities to reach customers within your area and those who are happy to have honey shipped straight to their door.
Many options exist to build online stores that do all the work for you, from taking payments to computing taxes and shipping to determining when the customer can expect their delivery. All you have to do is package and ship the product.
Social media, on the other hand, not only offers the potential for online sales but also helps spread the word that your honey harvest is ready and shares any special offers or sales you may be offering.
By utilizing the benefits of online platforms, you can increase sales and overall profits quickly, so don’t hesitate to look into these options as you search for places to sell your honey.
Kristi Cook lives in Arkansas where every year brings something new to her family’s journey for a more sustainable lifestyle. She keeps a flock of laying hens, dairy goats, a rapidly growing apiary, a large garden, and more. When she’s not busy with the critters and veggies, you can find her sharing sustainable living skills through her workshops and articles.
Originally published in the July/August 2023 issue of Countryside and Small Stock Journal and regularly vetted for accuracy.
