Honey

Strategic Plan

MISSION: The National Honey Board will serve the honey industry
by increasing demand for honey and honey products.

POSITIONING STRATEGY: Honey: A natural daily choice.

FOCUS AREAS % OF PROGRAM BUDGET
1. RESEARCH: 18%
2. INDUSTRY SERVICES: 3%
3. MARKETING AND PROMOTION: 79%
(Education is a component of each focus area.)

FOCUS AREA 1: RESEARCH – 2009 BUDGET $538,600
Research will include all market and scientific research. Research projects will be
closely coordinated with other focus areas to ensure that research helps direct
strategies and when completed, that results are communicated to appropriate
audiences.

Objective 1.1: Develop comprehensive knowledge of the composition,
functional properties and health-related applications of honey.

Strategies:

1.1.1 Conduct scientific research on the properties of honey for various
application areas, including food, cosmetic and wellness.

1.1.2 Provide technical support and/or fund research to find solutions for honey
application constraints when honey is used as an ingredient.

Objective 1.2: Advance scientific interest in honey research and
applications.

Strategies:

1.2.1 Conduct appropriate peer review using scientists and industry experts to
guide implementation of research strategies.

Objective 1.3: Conduct market research and/or collect relevant marketing
data and/or consumption and trends data.

Strategies:

1.3.1 Collect marketing data and/or consumption data on market segments.

1.3.2 Collect trend data as needed for analysis.

Objective 1.4: Support the honey industry in efforts to maintain honey
quality.

Strategies:

1.4.1 Facilitate limited testing for detection of adulteration, residues or
contamination.

1.4.2 Support testing methodologies to ensure quality assurance as needed.

1.4.3 Support industry efforts for standards of identity for honey and honey
products by conducting market research and providing technical data on
honey.

1.4.4 Serve as an industry resource for technical information on honey and
quality issues.

Objective 1.5: Guided by market-driven and/or science-based research,
pursue product development for the purpose of finding or creating new and
increased uses of honey.

Strategies:

1.5.1 Identify opportunities for new honey products based on market research.

1.5.2 Conduct research and development of new honey products

Objective 1.6: Conduct research dealing with honey bee colony
management to help producers maintain colony health while allowing for
the production of quality honey.

FOCUS AREA 2: INDUSTRY SERVICES – 2009 BUDGET $99,000
Industry Services includes programs to communicate effectively with the honey
industry. Such communication includes keeping the honey industry informed
about National Honey Board programs and activities. Industry Services also
includes providing materials and services to help honey industry members
capitalize on National Honey Board efforts to increase consumption of honey and
keep businesses strong, and to protect the purity and image of honey.

Objective 2.1: Provide practical methods and tools that help honey
industry members capitalize on National Honey Board research and
promotional programs.

Strategies:

2.1.1 Create and distribute promotional materials that assist the honey industry
in informing and educating various consumer groups, including children,
about honey’s unique characteristics and quality.

2.1.2 Provide educational materials that assist industry members in practicing
good general business and marketing principals.

2.1.3 Disseminate results of production research to the industry in a timely
manner.

Objective 2.2: Inform and educate the honey industry about National
Honey Board programs and activities, and changes in the regulatory
environment affecting the honey industry.

Strategies:

2.2.1 Communicate NHB activities to the honey industry.

2.2.2 Maintain and update National Honey Board Web site(s) with information
about National Honey Board programs and activities.

2.2.3 Monitor changes in the regulatory environment, create and distribute
materials that inform and educate the honey industry about these
changes.

2.2.4 Provide information about National Honey Board programs and activities
to state, regional and national industry organizations.Focus Area 2 4

Objective 2.3: Foster industry relationships and development.

Strategies:

2.3.1 Foster leadership development for the Board and other honey industry
members.

2.3.2 Coordinate and sponsor “roundtable” meetings on key industry issues of
common concern.

2.3.3 Provide materials that interest youth in the honey industry.

2.3.4 Inform and educate interested industries, agencies and commodities of
National Honey Board research findings and industry issues.

Objective 2.4: Anticipate potential threats, create and implement programs
to protect honey’s pure, natural image.

Strategies:

2.4.1 Maintain a readiness plan to provide guidelines for handling and
responding to serious problems facing the honey industry.

2.4.2 Provide crisis and media training to board and/or industry members.Focus Area 3 5

FOCUS AREA 3: MARKETING & PROMOTION – 2009 BUDGET $2,436,000
Marketing and Promotion includes advertising, promotion, public relations
and the direct marketing of honey based on market, product and scientific
research.

Objective 3.1: Increase consumption and purchase frequency of honey
using food and non-food strategies.

Strategies:

3.1.1 Reinforce value of honey in food applications to core market (female,
primary shoppers).

3.1.2 Communicate benefits of honey as an energy source.

3.1.3 Educate new audiences on benefits and versatility of honey in relevant
applications. For example: kids, Hispanics, men, college students, young
adults.

3.1.4 Establish and conduct retail promotions, and increase awareness of
honey’s versatility with appropriate health and beauty professionals.

Objective 3.2: Increase the use of honey in foodservice operations.

Strategies:

3.2.1 Emphasize honey’s unique taste, variety, and profitability to foodservice
operators.

3.2.2 Based on current food trends, prepare new honey-based menu
applications for foodservice operations.

3.2.3 Promote honey usage to culinary schools and other foodservice
professionals.

Objective 3.3: Maintain and increase U.S. honey’s market share in key
export markets.

Strategies:

3.3.1 Position US honey as a natural product to importers, food processors,
foodservice operators, retailers, and consumers in targeted export
markets.

3.3.2 Continue to be an international resource for information on US honey.Focus Area 3 6

Objective 3.4: Increase honey’s usage as an ingredient with food,
beverage, and non-food manufacturers.

Strategies:

3.4.1 Position and maintain the National Honey Board as a leading honey
information resource for food and non-food technology professionals.

3.4.2 Promote applied research results and honey based products to processing
companies.

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