Autumn Honey Report

Selling Honey

So, what’s it take to sell your honey? Of course is it good comes in first, and when selling retail (1:1), giving a taste is the best way to introduce your customers to your products. But there are a host of secondary factors that can, and do influence whether someone will, or even wants to consider buying the efforts of your bees. Price certainly enters in, but perhaps not as much as you’d suspect. Look at the history of its importance here. Over half, yes, but it’s only #5 of the top five most important factors. The first, of course, is having your name on the label. That’s because almost everywhere it’s the law, but it also conveys where the honey comes from. Interestingly, putting LOCAL on the label remains less important than the other top 5 reasons. But putting RAW HONEY on the label tells another story. The product in this jar hasn’t been heated or filtered and it is as good as nature intended. A friend defines RAW as totally unheated and unfiltered, so it may contain pollen and occasionally bee parts. And bee parts taste like chicken he claims. It works for him. The size of the container still is in the ranking, and we suspect price has something to do with it. The 12 oz., 1, 2 and 5 lb. continue being relevant in importance, but surprisingly, the gallon jug got a bump this year. Still, the 1 pounder leads the way, no matter glass or plastic, but glass is important. Is that because what beekeepers want to sell, or what customers want to buy? Location. Location. Location. It’s where you sell that still matters. It has to do with who you know, and who knows you. If you’re at a farm market, you probably know their names, so it’s who you are. But if you’re in a grocery store, you never see them in person, so it’s your product – price, presentation, color and label – that makes the decision for the customer.

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