Busy Bee Honey Campaign Highlights 100% Traceable Honey

In aisles crowded with golden hues and vague claims, Busy Bee Raw Honey diverts from the usual with bold blue labelling. But it’s not simply about creating a visual disruption in the aisle – the brand is also reinforcing its bold promise of delicious raw, fully traceable honey.

Its new ‘Home of Honey’ campaign, made in partnership with creative company nice&frank, Busy Bee puts traceability front and centre, shining a spotlight on a common misnomer in the industry – with honey, ‘pure’ may not mean what shoppers think it does. In fact, some honeys labelled ‘pure’ or ‘local’ are actually blends of multiple sources, often impossible to trace and sometimes adulterated with additives.

“We created a golden, delicious world that we call 'Home of Honey,' where the very bee that helped produce your honey shows you the exact journey it takes to get the honey from the hive to your home from the Bee POV AKA POBee," says nice&frank senior art director Chelsea Lee. "To create a believable bee’s point of view, we went extremely up close on flowers and literally inside beehives. We even worked with experimental sound design company Acid Springfield to create a bespoke track made out of bee sounds captured on set.”

With Busy Bee Raw Honey, every drop of sweetness is sourced entirely from the USA, and tested for safety, quality and three times for purity. The best part is revealing the story of each honey as squeezable items feature a peel-away back label that shares when and where the bees made the honey and the flowers the bees foraged to make it. Each package also includes a unique Real Honey Code identifier, allowing customers to go even deeper into the journey of their honey - from the hive, to the flowers, to the packaging site. In addition to true traceability, most Busy Bee Raw products are produced, harvested and packaged regionally for a more sustainable honey.

The launch comes at a time when honey consumption in the US has reached an all-time high – a record 688.6 million pounds consumed in 2024, up 25% from 2023 – according to the National Honey Board.

Yet, despite growing demand for authenticity, some honey aisles are a place of ambiguity, with misleading labels and inconsistent standards. For Busy Bee, it’s all about making it easier for customers to trace their honey from hive to shelf.

“Consumers deserve to know what they’re buying. With our new packaging, we are not just refreshing a label. We are shining a spotlight on our storied commitment to transparency, authenticity and quality. Each bottle of Busy Bee Raw Honey delivers on our hive-to-shelf traceability promise.” said , owner and CEO. “We’re proud to offer a product that’s not only delicious but also very honest.”

These high-quality, yet affordable honeys are available in multiple packages and sizes, including local honeys, and start at $6.99. Products are available at Walmart and Kroger stores nationally, along with regional grocers across the country.