The goal of our retail programs is to drive greater honey sales and usage by consumers while increasing awareness of the important work that honey bees do while producing honey. The retail channel is vital to honey sales and consumption, with the Hartman Group reporting that 78% of all eating occasions occurred at home in 2021 and the great majority of this food being sourced from retailers. In fact, consumers made 4% more trips to food retailers during the latest 52-week period versus the prior year (IRI, 52 weeks ending Feb ’22). The growth of online food shopping – and the convenience it provides – is further supporting retail category growth, with 35% of shoppers saying that they plan to order some or all of their groceries online in the next four weeks (IRI survey Jan ’22).

In 2022, we’re transitioning away from promotional programming and embracing retail communication tactics that will positively influence shoppers while better allowing packers to leverage NHB activities into their own plans. Our activities will focus around National Honey Month, bringing our message of Eat honey. Save bees. Help the planet. to life before shopping trips, as well as in the store.

We measure and assess the impact of each retail activity we implement so that we can continuously learn and improve our programs. We use this information to increase our purchase influences over time, while simultaneously identifying best practices for promoting honey at retail.