Management Matters

Stop trying to Sell your Honey—Start Marketing It instead

When do you first connect with your buyer?
 

Is it only once the crop is in the drum, sitting in the shed, and you’re wondering how you’re going to move 20 tonnes of it?

Does the conversation go something like this...

You: “Mr. Buyer, would you like to buy my honey?”
Buyer: “Maybe. What have you got?”
You: “I’ve got 20 tonnes of x.......  and 30 tonnes of y.........”
Buyer: “Alright, I’ll give you $4/kg for it.”
You: “Uhh, I was hoping for more than that.”
Buyer: “Well, there’s plenty of other honey out there.”

...then you’re not alone. But you are reacting, not marketing.

So—what makes your conversation any different from the next beekeeper's?

The Truth: You Can’t Sell Well from a Position of Desperation


Too often, beekeepers ring around their contacts only when they're under pressure to sell. But by then, buyers already know the market is saturated, and your negotiating position is weak.

What if instead, you were already in your buyer’s mind before they went looking?

Build Relationships Before You Have to Sell


Good marketing isn’t about flashy logos or gimmicks—it’s about relationships. And relationships are built on trust, consistency, and visibility. That starts by staying in touch.


Try sending a regular monthly update to your network of buyers. It doesn’t need to be fancy. Just a simple email that includes:

  • What honey you have available (even if you’re not ready to sell yet)
  • Screening test results (sugars, pesticides, fungicides)
  • Any certifications or unique qualities (e.g., monofloral, low glyphosate, high UMF)

This does two things:

  1. Keeps you top of mind.
  2. Puts you in control when the buyer is looking for something specific.

You’re no longer calling them when you’re desperate—they’re calling you when they need your honey.

Get Curious in the Sales Conversation


Want to really flip the script? Start asking buyers more questions.

  • What types of honey are in demand?
  • What screening standards are they prioritising?
  • Are they open to pre-agreed contracts or supply quotas?

What if you could match your production to a known demand ahead of the season —even better, securing a quota with a specified price range in advance—you’ve just removed a big chunk of risk.

That’s not selling. That’s doing smart business.
 

Start Marketing Now, Not Later


You don’t need a full-time salesperson. You just need a plan. Marketing is about being visible, relevant, and valuable—long before the transaction happens.

If you’re only picking up the phone when your honey’s in the drum, it’s already too late.