in a world brimming with complexity few creatures embody harmony like the honeybee with tireless precision she dances from bloom to bloom each motion guided by millennia upon millennia of instinct each act in service to the whole and then There are the beekeepers, watchful stewards
of this ancient symbiosis. Part agriscientist, part poet, they move along their hives with the efficiency of mow, levy and curly, tending to the bees' needs as best they can comprehend, and with the infrequency of a waterfall in the Sahara, sometimes running off flapping and flailing like a penguin on a hot sidewalk. This is their journey. Welcome, welcome to Be Love Beekeeping presented by our great friends and partners in
beekeeping, Man Lake. Most hobby and sideline beekeepers would like to make some money on products from their hives. Whether for you it's a side hustle, a whole new full -time business, or maybe you're one of us stuck with a little too much honey and wax, learning how to make money on those products is important, but it's not always easy. So today's guest, she just happens to be a pro at making money selling honey. We will discuss everything from logos and branding to
pricing, selling, distribution. So if you're looking to make a profit on your small honey business, this is absolutely the episode for you. But first, let's take a minute to go inside the hive, this feature presented by Primal Bee. If you've kept bees for any amount of time, you've opened a hive and found comb where it absolutely just doesn't seem to belong. Between frames, on the inner cover, gluing boxes together, beekeepers call it burr comb and it can drive us crazy.
But the bees, they're not being difficult, they're problem solving. Bees have a very specific sense of space, roughly 3 eighths of an inch. Any gap smaller than that? gets sealed with propolis. Any get bigger gets filled with comb. They can't help it. It's hardwired into their DNA. So when your frames sit a little too far apart or your boxes don't stack perfectly flush, your bees see a construction project. But here's the interesting
part. If you notice heavy propolis and burr comb concentrated near the top of the hive, around the lid, along the upper edges of frames, your bees may be doing something more than just filling gaps. They might be trying to seal up drafts and manage heat loss. They're insulating from the inside because the outside isn't cutting it. Pay attention to where your bees are building. They're often telling you something about the
hive that you haven't even noticed yet. Next time on Inside the Hive, we'll talk about Varroa mites and why some colonies handle them so much better than others. I'd like to welcome our very special guest today, Danielle Brooks, coming to us from Florida in the United States. Good morning, Danielle. Good morning, Eric. Thank you so much for having me on and hello to anybody who is watching or listening. It's a great day
to be here. And you were asking a few minutes ago before we got started what it's like here. And I can tell you our beekeeping season hasn't started yet. We're mid -March of 2026 now, in case people are listening later. But yours doesn't really ever end. So what is winter like? for you there. Is it full on beekeeping or is it scaled back a ways? It's definitely scaled back a lot. I mean, I don't think it ever really stops
in Florida. A lot of the beekeepers that I work with actually getting their bees back from almonds in California right now. And so they're kind of doing hive maintenance checks and whatnot. But yeah, it's definitely a slower season. The queen does slow her production down a lot. However, it's warm year round here. So bees are constantly out foraging and gathering things and we're just on the cusp of that spring honey flow so we're getting really excited to see what's going to
happen this year. We don't really ever get a traditional winter here in Florida. A lot of the beekeepers that I am presently working with are just now getting their bees back from almond pollination. So they're going through those hives, doing those routine maintenance checks. But right now, we're kind of on the cusp of that spring honey flow. Nothing has like popped off yet. We're, you know, we're antsy, getting excited
to see what the season is going to bring. But yeah, we don't really get traditional winters here in Florida, which is kind of nice. Super nice. you don't know how easy you have it, but that brings some other pests too. So some of it balances out. We're going to be talking all about your business here shortly. I want to hear a little bit about your beekeeping first. You've been at this for what about 10 years and how many hives do you have? It kind of fluctuates
like most beekeepers. I generally do not keep more, like I keep about six to ten hives, so I'm still very much backyard beekeeper. I don't personally want to scale more than that. It's a lot and I enjoy beekeeping. I love it, but I don't want that to be what I am doing every single day. So for all of the honey that you sell, do your bees create all of it or are you buying some from other people as well? No, so
my industry term would be honey packer. I am not a big fish in that pond by any means, but when I first started the honey truck, I was backyard beekeeping. I would do a host to hive program where I put bees in people's backyards and would start selling the honey based on the community that I harvested it from. it just kind of exploded. And anybody who is in business will tell you, you're either making bees or you're making honey. And as one person trying to do all of it, it
became very unmanageable very quickly. And also during that time, I started having kids and was a part time stay at home mom. And that is not super conducive to, I've got a swarm of bees in my backyard. And I'm like, I'm... trying to get my child down for a nap. I can't just leave and come and do those things. And so I pivoted and have partnered with a few beekeepers who are commercial beekeepers here in Florida. And so at Honey Truck, we've always been very transparent
about where our honey comes from. If I'm not the beekeeper who's producing it, I know who is. I know what beekeeping practices they're using. And so I do generally talk about that when I talk about our honey. HoneyTruck supports the greater ag community. And I have really enjoyed watching those relationships grow over the years. Well, I think this is going to be great to give some hope, especially for people that are just kind of hobbyist beekeepers, but also want to
make some money at it. because that is not an easy thing to do. But there also are so many different ways to make money on beekeeping. You've already mentioned a few. Selling bees, selling honey, we've had people on the show talk about making mead and wax products. But let's talk about your business and people are going to learn
something from this. I'm sure, because you sound like, I didn't even ask about your education, but when we were talking the other day, you sound like you have an MBA in marketing or something, whether you do or not. I would give you one because you know it, it seems like. Well, thank you. Actually, for those who are watching and listening, I have taken zero classes in marketing. I did go to school for a communications degree. I had great aspirations of being a broadcast journalist.
I was very into news. I loved that world. And I started doing it and realized very quickly that I didn't enjoy it. So from my timeline, that was a soul crushing reality to come to that a goal that I had been working for most of my life was not something that I wanted to do so I did pivot I became a full -time family photographer and had grown a fairly successful business doing that and I I just one day was like, you know what? I'm going to get a beehive. That seems
very exciting to me. And my husband said, hey, maybe you should find somebody who has bees that would let you go into their hives so that you don't freak out when you bring home 40 ,000 stinging insects to our yard. So I did that. And I said, you know what? This is a fear that I can overcome. I'm going to do this thing. And it was really fun. And I had people asking, hey, can we buy honey from you? And I just had a moment where I was like, this is my golden ticket. This is
what I want to do. I'm far more passionate about this than I am about bees. And I had a friend that I went to church with, and I knew that she did design work. And I said, hey, I'll trade you. I'll do several family sessions for you over the course of a year if you could create a brand identity for me. And that is important. I do understand. I have very basic knowledge of that. But I knew that I didn't need a logo. I needed a brand identity. And she was very pivotal
in helping to create that. time. I only had a limited amount of honey that I could sell and I didn't want a brick and mortar. I wanted something cool. And I thought, what about getting an antique vehicle? And I didn't want just any antique truck. I wanted something that was weird. You know, like, let's be honest, being a beekeeper is weird. You're probably a little bit odd in your personality. I mean, I'm just saying every beekeeper I've met is a little weird and lovable because I identify
as weird and lovable. So I say that with love and care but like I needed something quirky and Ford had an Econoline which is honestly kind of the reject of the Ford company. You sit directly next to the motor you're the first person to arrive at the scene of an accident if you're involved in one it's not a safe vehicle to drive but as soon as I saw I was like this is it this is this is the truck that I need to sell my honey
out of. Emily, who is my designer, I was going to paint the truck yellow because it just made sense. Bees and honey and yellow. And she was like, no, keep it red. I'm going to work with it. And I'm so glad that I did because it's integral to our identity now. By the way, listeners, go to honeytruck .com and you can see the truck. There's two trucks now and they may be weird and quirky. I think they're super cool. I think so, too. I did learn how to drive a manual on
those vehicles. We found the first one, Kennedy, just so that people know I love anything space. And John F. Kennedy Jr. was the person who created the space program. And our first Econoline is in 1963, which was the year that he was assassinated. And our second truck, Glenda, is named after John Glenn, who orbited the Earth in 1962. And she is also a 1962... to vehicle. Sweet. Okay. Tell us the difference between a logo and a brand
identity. Great question. When I first started Honey Truck, I had a friend who could do logos and it was great. You know, like I've got to put it on a jar and identified our company, but a brand identity is everything from the colors that you use, the font that you use, the style in which you produce things. When you look at honey truck, there is very clearly a theme that goes with it. When you look at honey truck, you
see the color red. You can very quickly identify that we are a 60s era kind of decor, a vibe. Everything that's wrapped up into a honey jar tells you that there's integrity behind it. I'm very transparent about where our honey comes from. It's important to me that people understand where their food comes from, that they are educated on the importance of honey bees. We do a lot of outreach and talking about honey and why crystallization is a good thing, what that means for your honey.
You would be surprised at the amount of information that people don't know about bees and so that's what we're really passionate about and talking with people. So in your experience what are the two questions that people, when they first find out you're a beekeeper, what are the two questions they ask you? My husband likes to, when we're at networking things, he's an attorney. So he'll say, oh, I'm a lawyer, but my wife's the beekeeper.
And that just suddenly starts a whole conversation with people like, oh, how many times have you been stung? And do you say a lot, a lot of times? I do wear a suit. I fully suit up. I don't like being stung. That's not enjoyable for me. I have... a few mentors who are amazing at beekeeping and will just be able to do it without any sort of protective equipment. And that's not me, but I get asked that and I get asked how many bees are in a beehive, any sorts of questions that
are that way about beekeeping. I was just going to say the number one, I get asked do you get stung and number two, do you sell your honey? So you got 50 % right. The questions are a little bit different when I'm at the farmers market, especially when I'm there with the truck. The question I get asked the most of the truck is, does it drive? Do I know how to drive it? And sadly, do I own the truck? OK, so we've talked about brand identity. I want to talk about somebody
that's brand new at this. Let's say you're a hobby beekeeper or working to being a sideliner and you really haven't done much as far as selling any of your products. And you're thinking, this summer, oh my gosh, I've got so much honey around here. I need to go to the farmer's market. I need to figure out how to do that. Where would you say people should start as far as branding and even location? Is a farmer's market a good place? So this is something that I kind of went
into backwards. Like I said, I partnered with my friend and she created the identity and I didn't really consider who my target audience was at the time and kind of had to do some, you know, homework on the back end for that to discover who that is. But my biggest thing, if I could go back, would be to tell people, identify who you want to sell your honey to. I admit a pet peeve of mine is that it seems all beehives are
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Click on over to primalbee .com forward slash beelove and use discount code There's at least four or five other beekeepers who sell honey here in St. Augustine, and I don't ever view those people as my direct competition, primarily because they're not going after my target audience. My target audience is a woman in her late to late 30s or older. She has expendable income.
She read things like food and wine garden and gun Southern living she shops at places like William Sonoma and so knowing that ahead of time determines where I'm putting my honey. We've talked earlier, I could sell honey to a beekeeper. I love talking about honey. I'm great at selling honey, but it does me no good if I sell honey to a business owner and they can't get that honey
off their shelf. And what I'm talking about is when you see a jar of honey truck honey and it's at, I don't know, let's say a gas station and you're like, why am I paying $12 for this nine ounce jar of honey? You know, like that doesn't... That doesn't mesh, but you walk into a boutique store in downtown St. Augustine and you say, wow, look at this beautiful jar of honey. And it's a mom who's traveling and she goes, oh, I need to get a gift for my friend. And this
is perfect because everybody loves honey. And this will look so great on her counter. That's my target audience. And that's the person who's going to put that honey in their basket. And that business is going to call me in a few weeks and say, hey, I need to reorder. So if you were just starting out, I would really stop and consider who's your target audience. And hint, the answer is not everybody. Not everybody is your target
audience. And that's OK. Because once you know who they are, you can market towards them and make sure that you are directly in front of them and where you need to be. By the way, this truly is marketing 101 here. Well, good to know, good to know. I've spent my career in marketing and advertising, so good job. You started in the right place. And you don't have to adopt the
same target audience that Danielle has. If you just want to sell a whole bunch of quantity, cheap or for whatever reason, you know, for food for cows or something, you're looking at a whole different target. Danielle, I think, is saying, hey, I want to be able to get a good price for my honey. And so it's going to take this kind of a target. Correct. It's going to take people that can afford it and can appreciate the quality. And therefore, now comes your design and packaging.
Does it look cheap or does it look upper end? Correct. And so there's nothing wrong with selling your honey in a plastic teddy bear. That absolutely markets to a target audience. If you want to sit at a farmer's market, which by the way, the honey truck is at a farmer's market, it kind of depends on the farmer's market in your location. Is it considered a farmer's market or is it a flea market? You know, like I can tell you right now, honey truck would not be at a flea market.
There's nothing wrong with flea markets, but that's not my target audience. And so I also, you know, you said sell cheap honey. Let's all raise the bar when it comes to selling our honey. You know, like I talk to beekeepers all the time and they undervalue the resource that they're selling. You spend all year working towards Harvest season and then we're just gonna sell it for pennies on the dollar like nose take a step back How much does that jar cost you? How much did
that lid cost you? How much did that label cost you if you put it on there? how much are you paying yourself per hour and figure out what it is per case and factor it into the cost of your honey because you deserve to get paid and Take it with a grain of salt because I did not pay myself when I started out You know like we've all been there where you're just like oh, it's
okay. It's fine, but Start pricing your honey the way it should be priced early on because that sets the standard for moving forward You know like it it kind of sucks to tell your Clients. Oh, hey, I had to raise the jar by the jar price by five dollars because whoopsies. I was way undervalued I could not agree more. Thank you.
You are so preaching to the choir here I have been to farmers markets not me selling but me wandering around I'll run into a beekeeper and I will see a pint glass jar of honey with a nice label on it priced at $9 .99 or $11. I just nicely pull them aside and say stop it put $20 on that or something so that you're getting paid because the more people undervalue their product the more everybody else feels like they have to.
I've had some people A couple people, when I told them that, they said, well, but over there at the other end, there's another beekeeper selling theirs for $10. So how can I sell mine for $15 or $20? Listen, we as beekeepers need to be a lot less offended when people ask us questions because the number one question that I also, not number one, but a frequent question that I'm asked is, why is your honey so expensive? And I say, that's a great question, because guess
what? That gives me an open door to talk about how great my honey is and all of the certifications that I hold. Great question. I'm so glad you asked. Well, for starters, honey truck is regulated by the State Department, which means that we're subject to annual inspections that we have to pass. We're regulated by FDACs. And so we bottle our honey in a food grade facility. Secondly, our honey is labeled. Look at this beautiful label. There is a lot of information that goes
into this jar of honey. It tells you nutrition facts, tells you where it was bottled, it tells you about the business, it tells you everything. It's got a metal lid enclosure. It is in a glass jar. It has a safety seal so that my clients don't just walk up and pop the lids and start smelling or tasting honey. There's a lot of things that go into that. Also, I have liability insurance. So if you come to the truck and you trip and fall, I have to pay for liability insurance somehow.
Like that is why that jar of honey is so much more expensive than the jar down the street. Can that person tell you that they bottled that in a commercial kitchen? Or are they bottling it in their kitchen? Again, nothing wrong with that. That is exactly where I started out. But if you're asking me comparatively myself to, you know, John's Bees down the road, this is what sets Honey Truck apart. This is why my honey is that much more expensive. And figure out what
your story is. because it might be, wow my bees are kept off in the middle of nowhere which means it's organic or whatever it is. Like where I am, our fall honey is completely different than our spring honey kind of tastes like everybody else's honey. Our fall honey is incredible because our bees are foraging on mint and sage and sunflowers. To me, it's the best honey in the world, and I don't mind telling people that. You're going to pay more because this is the world's best
honey. Put it on your pizza. Mix it with cheese. I mean, pair it with cheese. Find out how you love to use this and give them suggestions. The next time you're doing a charcuterie board, put this with such and such and such and such. And all of a sudden they're going, oh, that is worth paying more for. OK, let's move on. Let's talk about wholesale, because you wholesale too. Tell
us about that market. As we talked about earlier, part of my wholesale strategy is identifying businesses that are already marketing to my target audience. So when I make a cold call, I generally will go online, Google specifically, and I will search specific businesses, gift shops, butcher shops, anything in this area. And then I will click on their Google listing and I'll look at the photos of their shop. I'll look at the reviews people are saying. And I immediately know, yes,
this is my target audience. I know they're shopping here. So I will pick up the phone and I will say, hey, my name is Danielle. Do you have a moment to talk? I'm a beekeeper. I sell honey. And generally, that's enough to get my foot in the door. If it's not a convenient time to talk, I always try and get the contact information of somebody that I can talk to at a later time. And then I try and schedule a pop -in. Hey, I want to get samples directly in your hands. When
would be a good time to stop by? Because these people are busy, so. Stopping by unannounced to do a sales call is kind of inconvenient for them and can be an annoyance. And I want that business to know that when you partner with Honey Truck, we're going to take care of you. You don't have to worry about us as a wholesale partner. We do things professionally. We pride ourselves on the systems that we've set up when it comes to wholesale. And having that brand already established
really, really helps. It does. And like you and I talked about, you know, what's your cost of honey? A lot of people don't consider that when they price their honey. They say, oh, I'm just selling it at the farmers market, which is exactly how I started out until a local coffee shop came to me and she said, hey, we would love to sell your honey in our store. Now where I'm at in Florida, I no longer fell under cottage food
law. I had to go through commercial licensing and I didn't have the facility that I have now. So what that looks like for me, meant going to a local bakery, Crème de la Coco. They were incredibly generous and they are closed on Sundays and Mondays. And I asked them if I could go in when they're closed to use their kitchen to bottle my honey to be able to sell over somebody's counter. It
was great. It was a great partnership and that opened up a lot of doors for me and can be a good way for you to get your foot in the door if you're listening to this and you're like, I can't afford a kitchen. Like go to the businesses that you know that are closed that have commercial kitchens and see if you can. bottle your honey
there. But that being said, you know, like you have to consider if you wholesale your product and you're only selling it for $10 a jar, if at the end, the end consumer is paying $10, traditionally, your wholesale client is paying you five. So how much are you realistically making out of that $5? I mean, I can tell you right now, because you're not buying your jars in bulk. From a glass manufacturer, you're either working with a distributor or somebody else. You're paying a premium for
that bottle. You're going to pay premium for that lid. You're going to pay premium for that label. And all of that's going to eat away. And suddenly you realize, oh crap, I can't sell this jar of honey wholesale for $5 because I'm only making 20 cents a jar. How often should people take a step back and look at their little business and say, here's where I'm making money. Here's where I'm not making money. and let's figure this whole thing out. Let's fix it. Probably
do that multiple times a year. My biggest time that I do that is traditionally in January for my business. That's when I'm the slowest. It's after the holiday Christmas season and I will sit back and run all of the numbers. How much of every item did I sell? What were my lowest performing items? Do I like them? Because I'm the business owner. I'm the one that's got to do all the work. I'm the one that's got to, you
know, rep the brand, so to speak. And so if I don't like that product and it's not worth my hassle trying to reorder it every year, it's off if it's not making me money. You know, like at the end of the day, this is a business that it has to operate like a business. And so I think analyzing your numbers on a regular basis, I'm the world. is changing at such a rapid rate right now. If you don't know what you're paying for your materials, you're going to sink your ship.
So you have to be able to know your numbers like the back of your hand before you walk into a negotiation on a wholesale price, especially for a grocery store that's got 10 locations.
Publix has never been the dream of Honey Truck, but if I were to work with a Williams Sonoma that has multiple locations all over the United States, need to know what my numbers are going into that negotiation or else I'm gonna shoot myself in the foot saying oh crap I should have charged more Because I'm losing money on this deal, you know, like I can't express the importance enough for people to Understand what their margins
are and on each product Correct. It does vary so many beekeepers feel like they have to sell honey and lip balm and some kind of lotion and Do you have to sell everything to make money? No, that's what makes every business different. Honey truck very much sells honey. I love honey and we're kind of known now for our infused honeys, which I love. You know, I tell people we don't we don't use essential oils or anything. We're using dried ingredients. We try and keep it not
try. We do keep it as raw and natural as possible. And so we do a data. I'm looking over now at our We do a daddle honey where we dry our daddles. We crush them up. We throw it in the honey. We have a lavender honey. We use dried lavender leaves. We do have a bourbon honey. People love it. It's a great product, but those jars are different jars, meaning they're different sizes. There's a different amount of honey that goes into every single one of those. The label itself
is a different size. To distinguish our bourbon from our daddle, the bourbon label is a slightly metallic, non -see -through label, so I do know that I pay more of a premium for that label versus the clear label that is on the French square jar. So it really is important to know the numbers on everything. I have an Excel spreadsheet that I could pull up right now and say, this is as of, you know, three months ago when I ran all of my numbers, my bare minimum, it cost me X
to make these products. So on your infused honeys, which are the big sellers? I'm in St. Augustine and we are known for the Dattle Pepper. And so I would say that the Dattle is probably one of our more popular products. And then very closely second or if not eclipsing it now is probably our bourbon honey. People love putting it on ice cream, mixing it into a simple syrup, putting it in a cocktail. putting it over some ribs.
And then seasonally, we release a holiday honey every year, which has cinnamon, clove, orange peel, just an array of different spices that we put into the holiday mix. I like to say it's like Florida Christmas. It's like sunshine in a bottle. We sell that from the last weekend of September through the end of the year in port until we sell out. Obviously, the goal is to sell out every single year. It's not something
that people get year round. I even have friends who will text me and be like, hey, I know you say you're sold out of holiday honey, but do you have a jar for me? And I'm like, no, no, it's it's all gone. But I would say seasonally speaking, that one is probably our most popular. The fact that it sells all the way out. People want it all the much more, don't they? So do you find if you were to pull up your spreadsheet that you have a bigger profit margin on infused
honeys than regular plain honey? Honestly, The greatest margins I have on things have everything to do with the bottles that they're going in. The size of the bottle, the type of the bottle. When I first started, most things, if you go to the sauce aisle, everything's in round jars. And I never stopped to consider why is it in a round jar. And that's because all manufacturing equipment, the predominant amount of it is designed
to run round jars. So to go back in time when I'm at creme de la coco bottling my honey out of a five gallon bucket with a spigot going like this over and over again I could not bottle honey enough honey to maintain my accounts in the amount of time that I had at that business so what that told me was I needed to bottle honey faster so I went to ABF the ABF conference and there was a rep from Lega beekeeping supply over in Italy.
And they had a beautiful bottling machine and it had the table that went around and it put honey in and it was it was amazing. And I fell in love. And even then I didn't have the money needed to purchase the equipment. So I actually asked my parents for the money. I borrowed money and which I did pay back, by the way. But I bought my bottler and I was able to be more efficient with the time that I had in that commercial kitchen. And that decision changed the entire trajectory
of Honey Truck. Rather than going through somebody who could white label my honey, meaning I'm going to another business that's going to put honey in jars and labels and lids for me, I'm now doing that myself. And so over time I've become, I've added more and more equipment. All that to say, that equipment is designed to run round jars and I picked a French square jar, which does
not play nicely with any of that equipment. So I have spent countless years, blood, sweat, and tears trying to get the equipment to work with my jars, which I do now. It all works and it's working super great. But consider that when you are trying to scale your business and you're trying, if you are considering manufacturing, it's a strong word for putting honey in a bottle, but consider those things before you make your
final choices on your jars and whatnot. You could switch jars if you had to, but you don't have to. So you get to stick out. I've made my bed with the French square jar. I'm now married to it. And I do think, going back to brand identity, I do think that it is important to the ethos of honey trick. I've spent countless years watching people, sitting in a farmer's market, watching people interact with my honey. As soon as they pick up a jar, it fits nicely in their hands.
They like that it's glass. As soon as they pick it up, they don't put it down. So when I'm working a farmer's market, my goal is to get a jar of honey into that consumer's hands because I know they're not going to put it down. They're going to want to buy it, and that's going to generate a sale. And so for me, I hang my hat, so to speak, on the French square jar. It's part of our identity as the honey truck. I love it. We're learning a lot here. Thanks again for joining us on Be
Love Beekeeping presented by Man Lake. Next week we'll wrap up our conversation with Danielle and learn even more about making money with honey. Plus we're gonna enjoy her wild and crazy beekeeping story. And another big thank you goes to Vita Bee Health for their support. Vita's Varroa Control range of products includes Epistan, Epigard and now Varroxan. Extended Release Oxalic Acid Strips. Hey, thank you so much guys. And if you haven't yet, please subscribe to and follow the show.
Tell your friends about it. Click on over to Be Love Beekeeping dot com to sign up for our newsletter. If you have a guest suggestion or topic you'd like discussed on the show, shoot me an email. Eric at Be Love Beekeeping dot com. And remember, if you're not just in it for the honey or the money, you're in it for the love. See you next week.