The goal of the National Honey Board’s retail programs is to increase honey sales and usage by consumers. We will accomplish this through developing and implementing retail promotions that focus on the grocery, mass merchant and club channels, creating actionable opportunities for honey industry members to leverage our promotions with their retail customers.
The strategy for our retail promotions is to partner with relevant brands and categories to deliver compelling programs that garner strong retail support. This partnership strategy allows the National Honey Board to share the investment in consumer offers and merchandising elements, which in turn enables us to increase program scale while moderating our investment.
Retail programs are a relatively new area for the National Honey Board, and we’re deeply committed to learning and getting more effective with each promotion that we conduct. To this end, we measure and assess the impact of each program, using the information gathered to increase our promotional impact over time while simultaneously identifying best practices for promoting honey at retail.