Nearly every household has honey on a shelf in the pantry, so awareness of honey – the product – is vast. One goal of the reputation management program is to share with consumers and industry members the good work the honey industry is doing to support sustainability initiatives like bee health research. While honey is a wholly natural sweetener, over the past five years, consumers have become ever more concerned about their consumption of sugar and carbohydrates. Protecting the reputation of honey includes proactively sharing positive industry news with the media. For example, the news that honey is Americans’ #1 preferred sweetener gained a lot of traction and impressions with reporters in 2020, showcasing why consumers who are concerned about their health and the environment choose honey over white sugar.