By deconstructing the style of London Honey Co (LHC), I hope to show how beekeepers can raise their game in marketing honey.
If you have stumbled on this page because you are looking for LOCAL HONEY you can buy it here. 🙂
Supply and Demand Myth
The conceprt of supply and demand fails because humans are irrational. The only time this law of economics works is if you go into a supermarket and buy economy jam.
Let me describe this utopian supermaket. There would be a shelf of economy jam from ten different competitors. Each competitor labels their jam in a boring and samey way, with the style of jar and lid being identical. Described on each jar is the word ‘jam’; no information about the fruit is used. The rational shopper chooses the cheapest jam.
Humans have stories in their heads and these stories play to their biases and world views. Price is only one factor when people buy honey. The story that people can tell themselves about a jar/brand/type/lcoation of honey, determines their decision to buy.
Beekeepers should tell stories about what they do, and not be fooled into thinking they are selling a standard commodity in a glass jar.
Jars and Stories
London Honey Co sell lots of different honeys. There is a story with each honey they sell.