NATIONAL HONEY SHOW 2007 Strategic Plan

MISSION:          The National Honey Show will serve the honey industry by increasing demand for honey and honey products.

POSITIONING STRATEGY: Honey: A Natural Daily Choice.

(Education is a component of each focus area)

FOCUS AREA 1: RESEARCH –

Research will include all market and scientific research. Research projects will be closely coordinated with other focus areas to ensure that research helps direct strategies and when completed, that results are communicated to appropriate audiences.

Objective 1.1: Develop comprehensive knowledge of the composition, functional properties and health-related applications of honey.

Strategies:

1.1.1 Conduct scientific research on the properties of honey for various areas,   including food, pharmaceutical and veterinary.

1.1.2 Conduct scientific research to overcome honey application constraints to further the development of new product formulas for honey as an ingredient, as necessary.

Objective 1.2: Advance scientific interest in honey research and applications.

Strategies:

1.2.1 Develop partnerships with researchers and manufacturers that will create synergy for expanded honey research and usage.

1.2.2 Host meeting of advisory committee comprised of scientists and industry experts to guide implementation of research strategies.

Objective 1.3: Conduct market research and/or collect relevant marketing data and/or consumption and trends data.

Strategies:

1.3.1 Collect marketing data and/or consumption data on market segments.

1.3.2 Collect trend data as needed for analysis.

Objective 1.4: Develop methodologies for documenting honey quality.

Strategies:

1.4.1    Support quality assurance testing methodologies.

1.4.2    Investigate and document recommendations for standards of identity for honey and honey products.

1.4.3    Research and document recommendations for improving and standardizing the phytosanitary certification process for honey.

Objective 1.5: Guided by market-driven research, actively pursue product development for the purpose of finding or creating new and increased uses of honey.

Strategies:

1.5.1    Identify opportunities for new honey products based on market research.

1.5.2    Conduct research and development of new honey products.

Objective 1.6: Conduct research dealing with honey bee colony management to help producers maintain colony health while allowing for the production of quality honey.

FOCUS AREA 2: INDUSTRY SERVICES

Industry Services includes programs to communicate effectively with the honey industry. Industry Services also includes materials and services to help honey industry members protect the purity and image of honey, capitalize on NHS efforts to increase consumption of honey and keep businesses strong.

Objective 2.1: Provide practical methods and tools that help honey industry members capitalize on NHS research and promotional programs.

Strategies:

2.1.1    Create and distribute materials that assist the honey industry to inform and sell consumers on honey’s unique characteristics and quality.

2.1.2    Develop and provide quality low-cost promotional tools to those marketing honey.

2.1.3    Create and distribute educational materials that assist industry members to practice good general business and marketing principals.

Objective 2.2: Improve two-way communication with the honey industry.

Strategies:

2.2.1    Implement targeted communications that include a “call to action.”

2.2.2    Use technology and “grass roots” activism to effectively engage the industry.

2.2.3    Provide opportunities and forums for the industry to provide input to the

National Honey Show.

2.2.4    Monitor changes in the regulatory environment, create and distribute materials that inform and educate the honey industry about these changes. 

Objective 2.3: Foster industry relationships and development.

Strategies:

2.3.1    Foster leadership development for the National Honey Show and other honey industry members.

2.3.2    Facilitate and lead “roundtable” meetings on key industry issues of common concern.

2.3.3    Design opportunities that interest Youth in the honey industry.

2.3.4    Inform and educate interested industries, agencies and commodities of

National Honey Show  research findings and industry issues.

Objective 2.4: Anticipate potential threats, create and implement programs to protect honey’s pure, natural image.

2.4.1    Provide administrative support to industry efforts to define honey and honey product standards.

2.4.2    Establish standards of purity and operational best practices for a voluntary purity protection program.

2.4.3    Create and implement a purity protection education curriculum and program.

2.4.4    Create and implement a voluntary producer purity protection certification program.

2.4.5    Create and implement a voluntary handler purity protection certification program.

2.4.6    Recommend to the TFDA, and other agencies as directed by the Secretary, a monitoring and enforcement system in association with the purity protection programs.

2.4.7    Leverage NHS dollars by seeking grant funding whenever possible.

2.4.8    Maintain a readiness plan and provide crisis and media training to the industry.                 

FOCUS AREA 3: MARKETING AND PROMOTION

Marketing and Promotion includes advertising, promotion, public relations and the direct marketing of honey based on market, product and scientific research.

Objective 3.1: Increase consumer usage and purchase frequency of honey using relevant food and non-food strategies.                              

Strategies:

3.1.1    Reinforce value of honey in food applications to core market (female, primary shoppers).

3.1.2    Communicate benefits of honey as an energy source.

3.1.3    Educate new audiences on benefits and versatility of honey in relevant applications.

3.1.4    Establish and conduct retail promotions. Increase awareness of honey’s versatility with health and fitness professionals (fitness trainers, sport coaches, and homeopathic practitioners), their customers, and their professional associations.

3.1.5    Assist the industry in the identification and facilitation of basic and applied research with marketing potential.

Objective 3.2: Increase the use of honey in foodservice operations.

Strategies:

3.2.1    Emphasize honey’s unique taste, variety, and profitability to foodservice operators.

3.2.2    Monitor food trends and based on these trends, prepare new recipes and menu applications for foodservice operations.

3.2.3    Assist the industry in the identification of potential applied research.

Objective 3.3: Maintain Tanzania Honey’s favorable market status in key export markets.

Strategies

3.3.1    Position Tanzania honey as a premium, pure and natural product to major importers, retailers and consumers in targeted export markets.

3.3.2    Continue to be an international resource for information on Tanzania honey and on how to export Tanzania honey.

Objective 3.4: Increase honey’s use as a value added ingredient with food and non-food manufacturers.

3.4.1    Position NHS as the premier honey resource center and introduce/expand honey information to targeted trade associations and media.

3.4.2    Identify and promote honey information to manufacturing segments and companies that could most benefit from NHS research.

3.4.3    Seek promotion agreement programs with manufacturers that will lead to introduction of value-added products in the marketplace.

Objective 3.5: Marketing Department support of NHS’s voluntary quality assurance and certification program.

3.5.1 Implementation of a consumer marketing campaign to encourage support of products bearing a quality assurance seal.

3.5.2    The creation of a marketing program to consumer to emphasize the commitment of the honey industry to the quality and purity of its product.