Most people may not know where their honey comes from or be aware of its many benefits. Colorado-based honey producer Rice’s Honey hopes to change that by changing the name and packaging of its flagship honey brand to 'Local Hive.'
The brand, a leading producer of raw and unfiltered honey since 1924, is also featuring a new label design, new website, updated digital advertising and social media in its effort to raise the profile of local honey and help promote all pollinators and sustainable bee farms across the country.
The new label design change also coincides with Rice’s new alliance with Pace – Pollinator Awareness Through Conservation and Education – the Butterfly Pavilion’s non-profit global initiative to restore insect habitats, strengthen populations and reintroduce pollinator species into native habitats around the world. This partnership and commitment will be communicated on the back of the new label and will highlight how a portion of the proceeds from every bottle sold of Rice’s Honey will be donated to the Pace initiative to promote and protect the prosperity of pollinators worldwide.
The work, created by Dallas advertising agency, Johnson & Sekin, will help better communicate the brand’s raw and unfiltered Clover, Wildflower and Amber honey sourced exclusively in the US, as well as bottles of over 12 local varietals from around the country, which predicated the new direction.
“Since Rice’s Honey was founded in 1924 by LR Rice, we have always remained committed to providing natural, delicious US only raw and unfiltered honey, while supporting local beekeepers all across the US,” noted Tony Landretti, chief executive officer of Rice’s Honey.
“Our new 'Local Hive' will support our local honey products that are an artisan blend of various floral types that are regionally sourced, packed in Greeley, Colorado, and delivered to participating grocery stores throughout the United States. The label will also stay true to our history and family heritage since 1924,” added Landretti.
“Over the last six months, we’ve spent a majority of our time on focus group research and concluded that the top two things honey consumers want are local, raw honey that tastes great,” said Cale Nelson, chief commercial officer. “Our network of beekeepers across the US allows us to offer a local variety in each market that helps fill that consumer need.”
The ‘Local Hive’ branding for Rice’s Honey’s solidifies its hive to home commitment offering high-quality, raw and unfiltered honey at affordable prices across grocery retailers nationwide.