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National Honey Board Shifts Marketing Focus
Firestone, Colo. – A recent research study has sparked the National Honey Board to refocus its marketing efforts for 2010, adding new programs and reformatting existing ones.
According to the 2009 Honey Attitude and Usage Study, current users of honey below the age of 45 have dropped significantly since 2006. This 27 percent decrease poses an opportunity for the National Honey Board to delve into other marketing avenues, like social media, to reach new and younger audiences.
In reaching a younger demographic, the National Honey Board hopes to expand the awareness and use of honey into other markets, such as snacks and natural home and health remedies. The 2009 study has found younger users of honey more likely to use the product in these fields.
“Younger users of honey seem to be a little more creative in how they use it,” said Bruce Wolk, Director of Marketing for the National Honey Board. “Because of that, we need to communicate with them through new channels, like social networking, to continue positive trends in honey purchases and usage.”
But it’s not just reaching a younger demographic that the National Honey Board has in mind – the organization is directly targeting current users of honey as well, regardless of age. Further research has shown that 60 percent of respondents report purchasing honey within the last year, a drop of 18 percent from 2006. This could mean a decline in not only purchases, but also in honey consumption and demand altogether.
The National Honey Board conducts research, advertising and promotion programs to help maintain and expand domestic and foreign markets for honey and honey products. These programs are funded by an assessment of one cent per pound on domestic and imported honey. The National Honey Board is an equal opportunity provider and employer.
National Honey Board Makes Education a Primary Goal
Firestone, Colo. – Research studies have shown that many people don’t know exactly what ingredients are in a bottle of honey, and the National Honey Board is making honey knowledge a key priority in 2010.
According to the 2009 Honey Attitude and Usage Study, 1 in 10 respondents thinks honey has added ingredients, such as corn syrup, sugar and preservatives. In addition, 1 in 7 respondents thinks that the color of the honey reflects its purity.
With its updated messaging strategy, the National Honey Board hopes that by informing consumers, food processors, chefs and the foodservice community that honey is pure and contains only one ingredient – honey – that there will be more consumption of and demand for this natural sweetener.
“There are so many misconceptions about honey,” said Bruce Wolk, Director of Marketing for the National Honey Board. “The 2010 focus on education gives us an opportunity to reach out to the consumers and the foodservice industry about the basics of honey and why it is such a versatile product.”
Honey blends, a combination of honey and artificial ingredients, are becoming commonplace in discount grocery stores and usually contain only a small percentage of honey. The 2009 research study shows that many consumers are aware of these honey blends, have previously purchased a honey blend and have demonstrated positive intent to purchase a honey blend in the future. This trend, if not further explored, may affect the future of honey.
In its educational component of the 2010 campaign, the National Honey Board will focus on basic honey messaging, educating consumers on pure honey, where it comes from and the natural process of how it is made.
The National Honey Board conducts research, advertising and promotion programs to help maintain and expand domestic and foreign markets for honey and honey products. These programs are funded by an assessment of one cent per pound on domestic and imported honey. The National Honey Board is an equal opportunity provider and employer. In it’s educational component of the 2010 campaign, the National Honey Board will focus on basic honey messaging, educating consumers on pure honey, where it comes from and the natural process of how it is made.
The National Honey Board conducts research, advertising and promotion programs to help maintain and expand domestic and foreign markets for honey and honey products. These programs are funded by an assessment of one cent per pound on domestic and imported honey. The National Honey Board is an equal opportunity provider and employer.
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