National Honey Board
Strengthening trust in honey at a time of rising health scrutiny and environmental concern.
The Moment
Honey is in nearly every American pantry. Awareness was never the issue, perception was. As consumers grew more cautious about sugar and carbohydrates, all sweeteners faced increased scrutiny, while conversations around pollinators and environmental sustainability accelerated. Without clear communication, assumptions about health and bee populations risked shaping the narrative. The industry needed to reinforce confidence not only in honey as a product, but in the essential role honey bees play in pollination and the global food supply.
The Solution
Westbound built a proactive reputation platform grounded in clear messaging and sustained national visibility, translating bee health research, USDA data, and consumer insights into accessible narratives for national media. Through earned media and video storytelling, we connected honey to broader conversations around natural food sourcing, environmental stewardship, and consumer choice, shifting coverage from product mentions to educational storytelling and positioning the industry as a credible, trusted voice.
The Results
8%
Year-over-year increase in honey use
54%
of consumers recalled a positive story about honey
95%
of honey users reported consumption would increase or remain steady
The Impact
Honey is now understood not simply as a sweetener, but as part of a sustainable agricultural ecosystem, essential to pollination, food production, and environmental health.
