Marketing Honey - From Jar to Customer

You have extracted, filtered, and bottled - now you want to get your honey to the people. Honey marketing is more than a sign on the garden gate. With the right strategy, you not only sell your honey but build a loyal customer base - and can cover the costs of your beekeeping or even earn an attractive side income.

Note: The legal requirements, tax rules, and market prices described in this article are specific to Germany. If you are selling honey in another country, please check your local food safety, labeling, and tax regulations.

Legal Foundations

What You Need to Consider

Before you sell the first jar, the legal framework must be in place:

• Honey Regulation (HonigV): Governs quality standards, moisture content (max. 20%), designation, and origin labeling
• Food Information Regulation (LMIV, EU 1169/2011): Mandatory information on the label, allergen labeling
• Packaging Act (VerpackG): Registration requirement in the LUCID register and system participation for single-use packaging (exception: deposit jars are exempt)
• Trade law: Beekeeping as primary agricultural production is not subject to trade registration as long as you mainly sell your own products. A trade registration only becomes necessary with significant purchased goods or commercial further processing (e.g., own cosmetics production). There is no fixed percentage threshold - the overall assessment by the tax office is decisive
• Tax office: Income is taxable - for up to 30 colonies, the tax office sets the profit flat at 0 EUR
• Food Hygiene Regulation: Clean processing and storage

Mandatory Label Information

Every honey jar must carry the following information:

Information	Example	Regulation
Designation	"Blossom honey" or "Forest honey"	HonigV
Net weight	500 g, 250 g	FertigPackV
Best before date	"best before: 12/2028"	LMIV
Name and address	Max Mustermann, Musterstr. 1, 12345 Musterstadt	LMIV
Country of origin	"Country of origin: Germany"	HonigV
Lot number	"L 2026-05" (or BBD as lot identifier)	LMIV
Nutrition table	Energy, sugar etc.	LMIV (for pure honey not required - exemption under Annex V)

DIB Jar or Custom Design?

The German Beekeepers' Association (DIB) offers the well-known honey jar with the green label:

Pricing

What Is Your Honey Worth?

Many hobby beekeepers sell their honey too cheaply. An honest calculation:

Cost Factor	Per 500g Jar
Jar + lid	0.50-0.80 EUR
Label	0.15-0.40 EUR
Processing (labor)	1.00-2.00 EUR
Proportional operating costs	0.50-1.00 EUR
Feed, treatment, materials	0.50-1.00 EUR
Total costs	2.65-5.20 EUR

Market Prices 2025/2026

• Blossom honey (conventional): 6-8 EUR / 500g
• Varietal honey (linden, acacia): 8-12 EUR / 500g
• Organic honey: 10-15 EUR / 500g
• Premium/Regional: 8-14 EUR / 500g
• Direct sales: 7-12 EUR / 500g (average)

Rule of thumb: Under 7 EUR/500g, the effort is barely worthwhile. Regionality and quality justify higher prices.

Sales Channels in Detail

1. Direct Sales (from Home)

The classic route and often the most profitable:

• Sign at the house/garden
• Self-service stand with honor box
• Regular customers through word of mouth
• Advantage: No commission, direct customer contact

2. Farmers' Markets

Ideal for winning new customers:

• Stand fee: 10-30 EUR per market day
• Offer tastings (flavor sells!)
• Present multiple varieties
• Highlight seasonal specialties

3. Regional Retail

• Farm shops and organic stores
• Health food stores and delicatessens
• Bakeries and cafes
• Typical commission: 20-30% or fixed-price purchase agreement

4. Online Sales

For greater reach:

• Own webshop (Shopify, WooCommerce)
• Regional platforms (local food networks)
• Social media (Instagram, Facebook Marketplace)
• Caution: Factor in shipping costs and breakage risk

5. Corporate and Events

An often overlooked channel with high margins:

• Corporate gifts: Honey with custom labels
• Weddings: Honey as wedding favors
• Christmas markets: Seasonal business with high margins
• Hotels and restaurants: Breakfast honey in small portions

Storytelling - Customers Buy Stories

Customers do not just buy honey - they buy a story. Those who tell why their honey is special sell more and can charge higher prices.

Quality Assurance

Storage

• Cool and dark storage (15-18 degrees Celsius)
• Prefer glass containers (no plastic)
• BBD: 2 years from bottling (with proper storage)
• Moisture content under 18% for optimal shelf life

Traceability

Traceability is becoming increasingly important - for customers and authorities:

• Batch number on every jar
• Extraction date and location documented
• Moisture content measured and noted
• QR code on the label for digital transparency

Tax Aspects

For Hobby Beekeepers (up to ~30 Colonies)

• Flat-rate taxation: For up to 30 colonies, the tax office sets the profit flat at 0 EUR - no income tax on honey sales
• Agriculture and forestry: VAT flat-rate possible (Section 24 UStG, currently 7.8% since 2025)
• No trade registration needed for direct marketing of own products

For Sideline Beekeepers (30+ Colonies)

• Income from agriculture and forestry (Appendix L of the tax return)
• Small business regulation (Section 19 UStG): No VAT at max. 25,000 EUR previous year revenue and max. 100,000 EUR in the current year (new thresholds since Jan 1, 2025)

Summary

Successful honey marketing rests on three pillars:

1. Quality: Clean processing, low moisture content, proper storage
2. Presentation: Professional labels, appealing design, good story
3. Sales: The right channels for your quantity and region

Start with direct sales and word of mouth, expand gradually. And do not forget: Your honey is a premium regional product - the price should reflect that.

Read also: Honey Labeling - What Must Be on Every Label Quality starts here: How to Extract Honey Properly Modern marketing: QR Code on the Honey Jar - Modern Honey Marketing