2011
National Honey Board Annual Report
2NATIONAL HONEY BOARD ANNUAL REPORT 2011 BACK TO CONTENTS
Contents
Board Members 3
Marketing Report 4
General Consumer Public Relations 5
Hispanic Public Relations 7
Sports Marketing Public Relations 8
Foodservice Public Relations 8
Ingredient Public Relations 10
In House Public Relations 11
Research Report 12
Production Research 12
Development of Honey Purity Test 12
Other Research 12
Treasurer’s Report 13
3NATIONAL HONEY BOARD ANNUAL REPORT 2011 BACK TO CONTENTS
2011 National Honey Board Members & Alternates
FIRST HANDLERS: BOARD MEMBERS
Buddy Ashurst, Chairman
Nancy J. Gamber-Olcott, Secretary-Treasurer
Brent Barkman
ALTERNATE MEMBERS
Ilene Miller
Jim Phillips
Brian Nipper
IMPORTERS: BOARD MEMBERS
Candace Trussler
Elise Gagnon
ALTERNATE MEMBERS
Ronald Phipps
IMPORTER-HANDLER:
BOARD MEMBER
Hans J. Boedeker
ALTERNATE MEMBER
Nicholas Sargeantson
MARKETING COOPERATIVE:
BOARD MEMBER
Mark Mammen
ALTERNATE MEMBER
Robert Brandi
PRODUCERS:
BOARD MEMBERS
Zac Browning
Clint Walker III, Vice Chairman
George Hansen
ALTERNATE MEMBERS
David Ellingson
Mark Brady
Bonnie Woodworth
4NATIONAL HONEY BOARD ANNUAL REPORT 2011 BACK TO CONTENTS
The National Honey Board (NHB) is dedicated to
developing promotion and advertising programs
that are designed to increase demand for honey and
honey products. The organization reaches out to
consumers, both English and Spanish-speaking, the
foodservice industry, food manufacturers, retail and
wholesale bakers, health care professionals,
registered dieticians and nutritionists, as well as the
fitness and athletic community. With such a diverse
group of target audiences, the challenge lies in
finding appropriate tactics that effectively reach
each segment.
To better understand the ever-evolving needs and
tastes of its audiences, the NHB conducts market
research geared toward identifying the diverse
perceptions and uses of honey. Based on this
information, the NHB creates various websites and
resources for all target audiences to easily find the
information that is most relevant to their needs,
thereby positioning the NHB as the go-to resource
for all things honey.
The NHB’s marketing program strives to strengthen
and enhance the image of honey. In 2011, marketing
efforts focused on generating widespread awareness
of honey and its many uses and benefits. Through
NHB’s market research and trend tracking, the Board
identified ways to emphasize how honey fits into its
audiences’ demands and the movement toward more
natural foods.
All the NHB’s marketing programs promoted honey in
and out of the kitchen as an all-natural, flavor-
enhancing, one-ingredient sweetener. In addition, the
programs also sought to educate the various
audiences about honey’s benefits as an energy
booster, as a skin moisturizer and as a cough
suppressant. With elements like recipe promotions,
chef events, intensive media outreach, sports
marketing events and more, the NHB made a name
for honey’s versatility through increased publicity that
showcased honey’s marketability and popularity in
products and promotions.
The following are highlights from the
2011 marketing program areas.
National Honey Board Annual Marketing Report
5NATIONAL HONEY BOARD ANNUAL REPORT 2011 BACK TO CONTENTS
GENERAL CONSUMER PUBLIC RELATIONS $991,591
Highlights of 2011 Marketing Programs
Minor League Baseball Media Tour and
Audio News Release
In May, the NHB conducted a 3-city Minor League
Baseball Media Tour to promote the energy-boosting
qualities of honey. The selected cities were Buffalo,
Louisville and Sacramento; these are home to the top
MiLB teams and strong media markets. Two
spokespeople were leveraged for this tour: registered
dietitian and sports nutritionist Mitzi Dulan and
retired major league baseball player Sid Bream.
An additional component of the Media Tour was the
development and distribution of an Audio News
Release (ANR) during Major League Baseball’s all-star
break. On behalf of the NHB, Mitzi Dulan recorded a
60-second radio news release that reinforced the
natural energy booster message.
First Birthday Educational Program
The NHB partnered with the National Association of Pediatric Nurse
Practitioners (NAPNAP) to educate health professionals and
consumers about the positive benefits of re-introducing honey as a
natural, wholesome sweetener and versatile lifestyle product to the
entire family through a trusted source. The objective was to introduce
honey during a significant moment of time such as a child’s first
birthday celebration.
In conjunction with NAPNAP, an educational tear-sheet pad with a
counter card was designed as a tool for health care professionals to
provide their clients and patients. The tool provides better
understanding of honey, informs parents of the correct age to give
honey to children, and illustrates the reasons why honey shouldn’t
be given to infants under age one. It also highlights the benefits
of honey as a culinary ingredient and cough suppressant, and
includes a wholesome first birthday cake recipe. 3,348 tear sheet
pads were mailed to NAPNAP professionals. This program will
continue in 2012 to broaden the message to the health care community.
New York Beauty Event
In June, the NHB organized and hosted a beauty
event for the media at the Caudalíe Vinotherapie Spa
at The Plaza Hotel in New York City. The event was
called, Discover the Beauty of Pure Honey—One Ingredient. The Way Nature Intended. Spokesperson
Gretta Monahan, a renowned beauty expert, revealed
to the media the NHB’s scientific research proving
honey is an effective skin moisturizer. She also touted
the benefits of honey as a beauty ingredient, often
referring to it as “liquid gold” of the beauty industry.
She also shared five exclusive beauty tips she
developed using honey for do-it-yourself (DIY)
pampering at home.
The event was attended by ten media representatives
from a variety of long-lead publications and blogs,
6NATIONAL HONEY BOARD ANNUAL REPORT 2011 BACK TO CONTENTS
GENERAL CONSUMER PUBLIC RELATIONS (CONT’D)
Highlights of 2011 Marketing Programs
including: Family Circle, Health, Daily Glow, Colin Cowie Weddings, Beauty Blitz Blog, Real Simple, Ladies’ Home Journal, Stylelist.com, and NYCityMama.
Media coverage included eight placements with
over 11 million impressions.
Test Kitchen Seminars with Chef David Guas
Chef David Guas and the NHB marketing team met
with 34 editors from nine publications during the Test
Kitchen Seminars held in New York, NY, and Nashville,
TN. The meetings were scheduled during the month
of March in an effort to secure Back-to-School
coverage, as September is National Honey Month.
During the seminars, Chef David Guas discussed how
honey is the one essential ingredient to not only spice
up lunch items for both kids and adults, but also
shared other culinary ideas and trends to
demonstrate the versatility of honey. In addition,
Chef Guas walked editors through a tasting of three
lunchbox recipe ideas all using honey.
Media Outreach
Media outreach is an essential factor of expanding
the NHB’s visibility among consumers. Tactics such as
mat releases and editorial pitches promoting usage of
honey and recipes are crucial to reach our target
audience and reinforce our messaging. The NHB
developed four mat releases showcasing the
versatility of honey as a cough suppressant, natural
energy booster, beauty aid and culinary ingredient.
“Soothe Children’s Coughs Naturally and Affordably
with Honey” release reached a readership of 16 million
and more than 143 million unique visitors per month.
“Beat the Afternoon Slump with Honey—A Natural 3
P.M. Energy Boost” release reached a readership of
more than 20 million and more than 104 million
unique visitors per month. “Discover the Beauty of
Pure Honey” release garnered a readership of more
than 17 million and more than 112 million unique
visitors per month. “To the Rescue: Honey a Must-
Have in Gluten-Free Holiday Recipes” release reached
a readership of more than 9 million and more than 67
million unique visitors per month.
Chef David Guas Integrated Media Tour (IMT)
During September, the NHB worked with Chef
David Guas to promote National Honey Month
via an integrated media tour (IMT) with the goal
of securing television and radio interviews with
various media outlets throughout the country.
The theme of the tour was honey‘s versatility as
a unique culinary ingredient, the benefits of a
natural sweetener, ways to incorporate honey
into creative lunchbox ideas, and usage tips.
In addition to the tour, the NHB produced a
60-second audio news release recording that
was disseminated nationally. During the IMT the
NHB was able to capture a two-minute video of
Chef Guas demonstrating one of the recipes
which was then featured on www.honey.com
and the NHB’s YouTube Channel.
The media tour resulted in audio news release
airings for a potential audience of 16+ million,
plus 26 interviews (9 TV; 17 radio) with a
potential reach of 18+ million.
7NATIONAL HONEY BOARD ANNUAL REPORT 2011 BACK TO CONTENTS
HISPANIC PUBLIC RELATIONS $408,655
Valentine’s Day
The NHB launched the “Día del Amor/Valentine’s Day
with Honey” campaign in mid-January with the goal
of introducing gourmet, honey-based dishes to cook
at home for your significant other on Valentine’s Day.
The Peruvian-influenced dishes were created by
internationally renowned Chef Ricardo Zárate. Key
messaging of the campaign centered on the gourmet
versatility of all-natural honey and its ability to
accentuate flavors rather than overpower any dish.
Promotional activities included a media tour with
Chef Ricardo Zárate in LA and Miami, a media tasting
event at Chef Zarate’s award-winning restaurant
Mo-Chica, and production of two “Cooking Up
Romance” how-to videos featured on mielpura.org.
Media coverage included 249 online placements,
42 print placements, and 3 television placements.
Traditional Candies for Halloween
At the end of September 2011, the NHB set the
“Traditional Candies for Halloween (Dulces Típicos para Halloween)“ campaign in motion. The goal of the
campaign was to use honey-based candies to bring
together a Latino holiday, Día de Muertos/Day of the
Dead, which celebrates loved ones that have passed,
and the American holiday of Halloween. Both holidays
share a similar theme in having fun with the idea of
mortality, with offerings and treats at the center of
both traditions. NHB enlisted the help of Chef Bret
Thompson to develop honey-based candy recipes
inspired by traditional Latin-American candies with
the purpose of introducing them to consumers as
an option for Halloween. These new, natural options
that could easily be made at home helped introduce
younger bi-cultural generations to Day of the Dead
and allowed them to enjoy these treats for both
holidays. The promotion included two how-to
videos featured on mielpura.org and national media
outreach that resulted in 149 online placements
and 42 print placements.
Honey from Head to Toe
In November, the NHB launched the “Honey from
Head to Toe” campaign with the goal of sharing
honey-based beauty treatments that can easily and
cost-effectively be prepared at home. Celebrity
makeup artist Jackie Gómez acted as spokesperson
and helped to drive home the idea of using a natural
product to keep skin hydrated during winter.
Consumers are demanding cosmetics and personal
care products made from natural ingredients and
promoting honey’s skin moisturizing benefits was a
natural fit for the campaign. Promotional activities
included two beauty recipe how-to videos featured
on mielpura.org and a media tour with Jackie Gómez
in LA and Miami. The media tour resulted in
placements in all of the top Spanish language
networks, including Univision, Telemundo and CNN en
Español. The campaign also resulted in 230 online
placements and 20 print placements.
Highlights of 2011 Marketing Programs
Honey Energy Boosters
The NHB kicked off a Honey Energy Booster campaign in mid-May with the goal
to teach consumers about honey as a source of natural energy for everyday
activities and during exercise. NHB utilized fitness expert Bárbara Trujillo-Gómez
to act as a spokesperson. As the founder of her own fitness brand, B&B Fit, and
author of “…Bárbara por Atrás” — A Latin Woman’s Guide to Fitness, Bárbara was an
effective voice for the campaign and was well received by media. She helped
drive the key messaging of adopting a more active lifestyle with the help of
honey in anticipation of summer. To compliment this, the mielpura.org website
hosted an eight-week-long series of videos that demonstrated quick and easy
exercises, as well as nutritious honey-based meal plan ideas developed by
Bárbara. The energy campaign resulted in 282 online placements, 24 print
placements, two radio placements, and 22 television placements.
Culinary Institute of America
8NATIONAL HONEY BOARD ANNUAL REPORT 2011 BACK TO CONTENTS
Highlights of 2011 Marketing Programs
SPORTS MARKETING PR (Minor League Baseball) $379,975
In 2011, the NHB continued its fourth annual
partnership with Minor League Baseball, beginning in
early April at the start of the MiLB season, and
continuing through post-season into early September.
The 2011 program was expanded to include seven
teams with geographic dispersion from coast-to-
coast: Jacksonville (FL), Louisville (KY), Buffalo (NY),
Richmond (VA), Corpus Christi (TX), Albuquerque
(NM), and Sacramento (CA). These teams/markets
were selected based on overall attendance and
promotional capabilities, quality of media and radio
partners, and opportunities to provide messaging and
awareness in markets not previously reached through
this program.
Promotions included positioning honey as the
“Official Natural Energy Booster” of the team,
prominent stadium signage, nightly in-stadium
between inning honey trivia fan contest, broadcast
radio announcements of the “Pure Energy Play of the
Game, brought to you by honey …,” and team website
banner ads. A honey purchase incentive promotion
was designed to increase the awareness and
consumption of honey; each of the seven teams
made discounts available to fans with the proof of
purchase of any brand or size container of honey.
The program resulted in more than 13.9 million
impressions, including: stadium attendance,
radio announcements, website views, email blasts,
pocket calendars, local newspaper mentions and
information handouts.
FOODSERVICE PUBLIC RELATIONS $353,309
Culinary Institute of America (CIA) Event/Honey Summit
The NHB partnered with the CIA at the Greystone campus to host an educational Honey Summit in June 2011.
Drawn from a wish list of top-tier foodservice industry influencers, the dozen VIP participants included culinary
executives at top commercial and non-commercial foodservice operations. The custom-designed two-and-a-half
day Honey Summit included a Honey 101 informational session conducted by CIA instructors and followed by an
inspiring presentation by Chef David Guas, a honey varietal tasting workshop, a visit to an apiary to see honey
production first-hand, and honey-inspired recipe ideation in the pristine CIA kitchens. The event proved to be an
unmatched opportunity to educate key foodservice industry contacts about honey and establish relationships
offering longer-term benefit and value.
9NATIONAL HONEY BOARD ANNUAL REPORT 2011 BACK TO CONTENTS
Highlights of 2011 Marketing Programs
International Foodservice Editorial Council (IFEC)
The NHB participated in the IFEC Conference in
Washington, D.C. Nov. 7 – 10. IFEC is an annual
conference for foodservice media that provides an
opportunity for the NHB to connect with key media
and influencers and secure priority honey placements
in many of the top foodservice publications. During
the conference, the NHB participated in six one-on-
one meetings with editors to pitch story ideas,
recipes, photos and other information that fits the
needs of editors’ upcoming editorial plans. The
NHB’s presence at the IFEC’s Chef Showcase created
top-of-mind awareness of honey, while spokesperson
Chef David Guas prepared two honey recipes on
the conference’s opening night for the foodservice
media to sample.
Women Chefs & Restaurateurs (WCR)
WCR hosts an annual conference consisting of
keynote presenters, panel discussions, master
cooking classes, culinary tours, networking lunches,
awards dinner and InfoFair. The NHB attended the
conference November 4-7, 2011, in Boston, Mass. As a
Platinum sponsor, the NHB and honey were featured
prominently throughout the conference. The NHB
hosted a booth at the WCR InfoFair, providing visitors
with honey information and collateral materials.
The NHB fielded questions about honey for
foodservice applications, solicited sign-ups to NHB’s
foodservice e-newsletter (Hot from the Hive), as well as
shared recipes and other honey-related information.
The event was very successful in creating visibility for
NHB and bringing honey to the forefront among this
group of foodservice professionals, chef instructors
and students.
E-Newsletter, Hot from the Hive
The NHB’s foodservice industry quarterly
e-newsletter, Hot from the Hive, has captured an
engaged and growing reader base since its launch in
August, 2010. Throughout 2011 we continued
delivering fresh content in an attractive, user-friendly
format to edify reader loyalty. In addition, we pursued
opportunities to grow the reader base through
industry contact, “share with a friend” options and
media outreach. Through timely and relevant content,
an appealing format and accessibility, Hot from the Hive has established itself as a welcomed resource for
honey news and information among our target
readers — foodservice professionals in the
commercial and
non-commercial
arenas.
FOODSERVICE PUBLIC RELATIONS (CONT’D)
Marketing Materials
The NHB developed a new honey foodservice brochure in 2011. The high-
quality brochure highlights honey’s unique properties and versatility (through
photos, information and recipes), along with substitution and other tips for
using honey in foodservice applications. The brochure will be shared with
trade industry contacts and foodservice media throughout 2012 and
beyond, via trade shows, mailings, one-on-one industry and media
outreach, and more.
10NATIONAL HONEY BOARD ANNUAL REPORT 2011 BACK TO CONTENTS
Highlights of 2011 Marketing Programs
Market-Specific Websites/eNewsletter
The NHB focused its interactive efforts on providing
a constant stream of new content on the NHB’s four
food ingredient websites: bakingwithhoney.com,
snackingwithhoney.com, candywithhoney.com and
dairywithhoney.com. Each site was updated weekly
with new product information, trend stories, bakery
profiles and general honey information. In addition
to the website, NHB also published a monthly
eNewsletter and aggregated all of its content
through a new website, www.madewithhoney.com.
Marketing/Collateral Materials
The NHB developed two marketing pieces promoting
the use of honey in dairy and candy products. These
materials followed a similar format to the 2010 Snack
Ideas with Honey brochure, focusing on information
and ideas about using honey in new and existing
products. The types of candy product ideas
incorporating honey that were featured in the Candy
Ideas with Honey brochure included jelly beans, drops
and lozenges, hard candy and candy bars. Some of
the dairy and honey product ideas featured in the
Dairy Ideas with Honey brochure included Greek
yogurt, ice cream, butter and athletic milk beverages.
Media Outreach/Public Relations
The NHB conducted a comprehensive public relations
campaign aimed at all ingredient markets with a
focus on baking and snack foods, and dairy and
candy products. The goal of the campaign was to
gain media coverage of honey and establish the NHB
as a key opinion leader in the industry. In addition to
targeted story public relations, we also developed
press releases and strongly promoted NHB’s formulas
and baker and consumer research. We garnered
mentions in many of the top trade magazines,
ranging from press release pickups and interview
quotes to extensive honey background info and entire
articles dedicated to honey.
Research
The NHB worked with Cypress Research Associates
to conduct research on honey’s usage and
acceptance in the retail and wholesale baking
industry. The retail and wholesale bakery research
product consisted of an online survey to retail and
wholesale bakers to determine current honey usage
levels and opportunities for increasing honey use.
With the wholesale bakery survey, we learned that
bakers understand the benefits of honey but there
are obstacles with usage that range from supply to
handling. For retail bakers, the challenge lies in
accessing recipes they can use.
Tradeshow
The NHB exhibited at the All Things Baking show in
Schaumburg, Illinois, from October 2-4, 2011. The
inaugural show was a joint venture of the Retail
Bakers of America, American Bakers Association and
BEMA, and was launched in an attempt to
consolidate some of the smaller baking shows into
one event. The show skewed mainly toward retail and
specialty bakeries, but did feature attendees from
some large and prominent wholesale bakeries and
bakery cafe chains.
Advertising
The NHB introduced a new advertising campaign in 2011 that was focused on the
natural benefits of honey, including flavor and function. The new campaign’s tagline
was “Honey: The One and Only,” and consisted of two advertisement graphics, one
designed for the retail baking industry, and the other for the commercial baking
and general ingredient market. These advertisements were placed in seven
magazines, mainly focusing on the baking and snack industries with additional
coverage in Food Processing magazine, which covers the spectrum of food and
beverage manufacturers. The NHB also ran a targeted eNewsletter advertising
campaign with Baking Buyer’s online property. The campaign focused on Holiday
Baking Formulas, and was distributed in September, November and December.
INGREDIENT/BAKING PUBLIC RELATIONS $239,663
Recipe How-To Video Series
The NHB produced six recipe demonstration videos showcasing honey’s
versatility across the menu. These timeless, consumer-oriented videos
feature Chef Laurey Masterton and sports nutritionist and registered
dietician Mitzi Dulan. The videos are featured on Monkeysee.com, NHB
social media sites and honey.com, as well as distributed (by Knowlera
Media) to television stations across the country.
11NATIONAL HONEY BOARD ANNUAL REPORT 2011 BACK TO CONTENTS
IN-HOUSE PUBLIC RELATIONS $114,153
Many activities are implemented and managed solely
by NHB staff, without agency involvement or costs.
These activities may crossover into some of the above
areas, but they are managed internally and referred to
as “In-House” programs.
Big Game Day Entertainment CO-OP
Satellite Media Tour (SMT)
In February, the NHB participated in a co-op satellite
media tour (SMT) to reinforce honey’s versatility in Big
Game Day party foods. The SMT was held during the
week leading up to the 45th Super Bowl in order to
capitalize on all the media coverage surrounding not only
the game, but also hosting parties and entertaining at
home. Diane Johnston, the wife of Daryl “MOOSE”
Johnston who led the Dallas Cowboys to three Super
Bowl wins, shared her party tips to help viewers across
the country create an excited home-gating experience.
She also shared honey tips on how versatile honey is in
many different types of dishes and how it can be added
to any party food staple to give it that extra something.
This SMT resulted in more than 310 total airings including
television, radio and online with impressions reaching
nearly 4.3 million.
Capitol Hill Volleyball Classic (CHVC)
The NHB exhibited at the CHVC in Washington, D.C. over
President’s Day weekend. The volleyball tournament
draws athletes from around the country and allows them
to compete for a bid to the USA Volleyball Girls’ Junior
National Championships. Held annually, the tournament
draws more than 5,000 athletes, 700 club coaches and
approximately 100 college coaches. While exhibiting at
the tournament, NHB staff spoke to young athletes about
honey’s ability to be a great natural energy booster. The
NHB also handed out our marketing brochures, honey lip
balms, drawstring sports packs and honey sticks.
Holiday Entertaining CO-OP Satellite Media Tour
The NHB participated in a co-op satellite media
tour (SMT) to reinforce honey’s versatility in many
dishes, especially during the holiday entertaining
season. The SMT was held in early November in
order to be included in all the media coverage
from Thanksgiving and beyond. The tour
broadcasted live from Los Angeles, and featured
author and television personality Jeanne
Benedict, author of Plan to Party: Simple and Special Entertaining in Your Home. Some of the great honey
tips that she shared included how versatile of an
ingredient honey is and how it can be
incorporated into many different types of dishes,
as well as the benefits of adding honey to both
sweet and savory holiday entertaining staples.
The broadcast had more than 414 total airings
including television, radio and online with
impressions reaching nearly 6.6 million.
Social Media
In 2011, the NHB’s social media presence launched
in to its second year, complete with a Facebook
page, Twitter profile, YouTube channel, blog and
email blast. The chosen social media networks
helped generate widespread awareness of honey
and its many uses and benefits. The NHB has
created a constant presence with its social media
audience. The broad range of topics showcased
on the social media sites has encouraged more
fan participation and interest. The honey facts
and questions have been not only interesting to
our audience, but also garnered a great deal of
engagement and participation.
Highlights of 2011 Marketing Programs
PRODUCTION RESEARCH $176,524
DEVELOPMENT OF HONEY PURITY TEST $263,016
OTHER RESEARCH $71,322
Five percent of our estimated assessment revenues are committed to “production research”, or research related
to the production of honey prior to packing. It includes studies on honey bees, maintaining the health of honey
bees, pest and disease control, and other management aspects of beekeeping, honey production, and honey
bees. In recent years our production research has focused specifically on maintaining the health of honey bees.
Expenditures in 2011 were for ongoing projects from 2009, 2010, and 2011. New research contracted for in 2011
totaled $241,303. A list of bee research projects, by year contracted, is available on the Honey Board’s website at
http://www.honey.com/nhb/industry/bee-health-research/.
In 2011 the NHB contracted with two laboratories to develop a test or tests that can identify a product as pure
honey with its inherent characteristics and functional properties, and can help differentiate it from honey
pretenders that have a negative impact on the honey industry. Both projects extended into 2012, with results
expected by the end of 2012. The total dollar commitment for the two contracts was $339,500.
Other research projects in 2011 included:
Evaluating the glycemic effects of honey in comparison to sucrose and $22,420
high fructose corn syrup. This project is expected to continue into 2013.
Evaluating the efficacy of honey to clean hair via the ability to remove $30,000
dulling sebaceous soil.
Evaluating the effect of heat and filtration on honey, a preliminary study. $18,902
ResearchFor the National Honey Board, “research” means any type of test,
study, or analysis designed to advance the image, desirability, use,
marketability, production, product development, or quality of honey
and honey products. It includes scientific research, as well as market
research. Most of our scientific research includes studies to improve our
knowledge of the composition, functional properties and health-related
applications of honey, or product development to find new uses for honey.
12NATIONAL HONEY BOARD ANNUAL REPORT 2011 BACK TO CONTENTS
Budget Actual Explanatory Comments
Cash in bank, beginning of year $ 1,151,700 $ 1,151,718
Receipts: Assessments - domestic honey 1,300,000 1,248,898 31% of assessments received
Assessments - imported honey 2,600,000 2,794,596 69% of assessments received
Merchandise sales 31,000 25,947
Investment income 3,300 440
Total receipts 3,934,300 4,069,881
Disbursements: Marketing:
General consumer 1,071,777 991,591
Hispanic consumer 460,169 408,655
Minor League Baseball 380,000 379,975
Food service 414,862 353,309
Baking & ingredient industry 251,992 239,663
In-house public relations programs 116,300 114,153
Other 41,600 36,634
Total marketing disbursements 2,736,700 2,523,982
Research:
Other research 115,237 71,322
Production research - 2011 223,000 75,943
Production research - 2010 49,098 49,098 5% of assessments was budgeted & committed;
unspent balance for 2009-2011 will be disbursed
in subsequent years as projects are completed.
Production research - 2009 60,073 51,483
Honey purity testing 299,800 263,016
Market research & data collection 34,950 29,233
Scientific & technical consulting 18,044 12,266
Other 1,000 885
Total research disbursements 801,202 553,245
Industry Services:
Fulfillment material 85,100 74,972
Fulfillment shipping 15,600 22,691
Crisis communication 26,000 25,791
Industry meetings 4,000 2,020
Total industry services disbursements 130,700 125,473
Emerging Opportunities 3,698 3,697
Other:
Personnel 739,200 730,066
Office expenses 80,800 60,222
Facilities expense 97,800 102,150
Professional services 21,200 14,555
Travel 34,300 17,598
Board meetings 72,000 42,862
Federal fees 161,600 151,151
Equipment purchases 6,800 5,774
Total other disbursements 1,213,700 1,124,378
Total disbursements 4,886,000 4,330,776 Incomplete projects from 2011 were carried over into
2012. The 2012 budget includes $150,694 of funds
committed to completion of these projects.
Cash in bank, end of year $ 200,000 $ 890,822 Fully collateralized in accordance with
USDA requirements.
CASH SUMMARY 2011
National Honey Board Treasurer’s ReportCALENDAR YEAR 2011 ACTIVITY
13NATIONAL HONEY BOARD ANNUAL REPORT 2011 BACK TO CONTENTS
Administration & Depreciation $628,987 14.5%
Emerging Opportunities $3,697 0.1%
Program Area 2 $228,821 5.3%
Program Area 1 $610,336 14.1%
14NATIONAL HONEY BOARD ANNUAL REPORT 2011 BACK TO CONTENTS
Program Area 1: RESEARCH
• Developcomprehensiveknowledgeofhoney’s
composition, functional properties and
health-related benefits.
• Advancescientificinterestinhoneyresearch
and applications.
• Conductmarketresearchand/orcollectrelevant
sales and trends data.
• Supportthehoneyindustryineffortstomaintain
honey quality.
• Guidedbymarket-drivenand/orscience-based
research, pursue product development for the purpose
of finding or creating new and increased uses of honey.
• Conductresearchdealingwithhoneybeecolony
management to help producers maintain colony health
while allowing for the production of quality honey.
Program Area 2: INDUSTRY SERVICES
• Providepracticalmethodsandtoolsforhoney
industry members to capitalize on NHB research
and honey promotional programs.
• Informandeducatethehoneyindustryabout
National Honey Board programs and activities and
changes in the regulatory environment affecting
the honey industry.
• Fosterindustryrelationshipsanddevelopment.
• Anticipatepotentialthreats,createandimplement
programs to protect honey’s pure, natural image.
Program Area 3: MARKETING & PROMOTIONS
• Increaseconsumptionandpurchase
frequency of honey using food and
non-food strategies.
• Increasetheuseofhoneyin
foodservice operations.
• Increasehoney’suseasaningredientwith
food, beverage and non-food manufacturers.
EMERGING OPPORTUNITIES
• Provideaflexiblesourceoffundsforuseat
the discretion of the Chief Executive Officer
to respond to issues unanticipated in the
annual budget which arise during the
course of the year.
ADMINISTRATION & DEPRECIATION
• Officeadministrativepayrolland
payroll overhead.
• Officeadministrativeexpenses(supplies,
postage, insurance, rent and utilities,
financial audit, legal)
• BoardMeetings
• Federaloversightfees,U.S.Customs
collection fee, Office of General Counsel fee.
• Depreciation
National Honey Board Treasurer’s ReportCALENDAR YEAR 2011 ACTIVITY
BY PROGRAM AREA
(Amounts include indirect costs)
2011 PROGRAM AREAS
Program Area 3
$2,866,083 66.1%
To ensure accurate and reliable reporting of the National Honey Board’s financial results, an annual independent
audit is conducted by a certified public accounting firm chosen by the Board. The audit is conducted in
accordance with generally accepted auditing standards and the standards applicable to financial audits
contained in Government Audit Standards, issued by the United States Comptroller General.
The audit of the 2011 financial statements was completed in February 2012 and was presented by the auditor to
the Board at their March meeting. The audit resulted in an unqualified audit opinion, as well as audit assurance
that the Board is in compliance with investment guidelines established by the Agricultural Marketing Service of
the USDA. Copies of the audit report and complete financial statements are available from the National Honey
Board office. Call (800) 553-7162 to request a copy.
The Balance Sheet (Exhibit A) and the Statement of Revenue, Expenses and Changes in Fund Balance (Exhibit
B) from the audited financial statements are included in this report.
To ensure that the members of the National Honey Board are aware of the Board’s most current financial
results, monthly financial reports and budget variance reports are prepared by the Board’s staff. This
information is regulary reviewed by staff project managers and Board members.
Submitted by Nancy Gamber Olcott, Secretary/Treasurer
May 2, 2012_______________________________________________ _______________________
Nancy Gamber Olcott Date
National Honey Board Treasurer’s ReportCALENDAR YEAR 2011 ACTIVITY
15NATIONAL HONEY BOARD ANNUAL REPORT 2011 BACK TO CONTENTS
AssetsCURRENT ASSETS
Cash on hand and in banks
Prepaid expenses
Fulfillment inventory
Deposits on leases
Total current assets
PROPERTY AND EQUIPMENT
Computer equipment
Office machines and equipment
Images portfolio
Less accumulated depreciation
Net property and equipment
TOTAL ASSETS
Liabilites and Fund BalanceCURRENT LIABILITIES
Payroll liabilities
Total current liabilities
COMMITMENTS AND CONTINGENCIES
FUND BALANCE
Unrestricted
Restricted – budgetary reserve
FUND BALANCE
TOTAL LIABILITIES AND FUND BALANCE
December 31,
2011 2010
$ 891,123 $ 1,152,018
17,104 16,792
63,421 56,692
9,489 9,489
981,137 1,234,991
12,407 10,248
13,664 11,409
50,000 50,000
76,071 71,657
(45,513) (31,676)
30,558 39,981
$ 1,011,695 $ 1,274,972
$ 8,386 $ 10,001
8,386 10,001
803,309 1,064,971
200,000 200,000
1,003,309 1,264,971
$ 1,011,695 $ 1,274,972
NATIONAL HONEY BOARD BALANCE SHEET – MODIFIED CASH BASIS
Exhibit A
16NATIONAL HONEY BOARD ANNUAL REPORT 2011 BACK TO CONTENTS
Revenues Assessments
Investment income
Other (merchandise sales, donations)
Total revenues
Expenses Administrative expenses:
Administrative (Office)
Administrative (Board)
Administrative (Federal)
Total administrative expenses
Program expenses:
Advertising, public relations, and research
Industry service and support
Emerging opportunities
Total program expenses
Provision for depreciation and amortization
Loss on disposal of assets
Total expenses
EXCESS OF REVENUES OVER (UNDER) EXPENDITURES
FUND BALANCE, beginning of year
Charges to producer reserve
Change in inventory included in industry services
FUND BALANCE, end of year
December 31,
2011 2010
$ 4,043,494 $ 3,769,657
440 620
26,056 35,408
4,069,990 3,805,685
419,778 437,981
42,862 41,528
151,151 141,137
613,791 620,646
3,476,419 2,638,403
228,821 232,802
3,697 33,622
3,708,937 2,904,827
15,089 14,098
107 –
4,337,924 3,539,571
(267,934) 266,114
1,264,971 1,051,607
– (58,753)
6,272 6,003
$ 1,003,309 $ 1,264,971
NATIONAL HONEY BOARD STATEMENT OF REVENUE, EXPENSES AND CHANGES IN FUND BALANCE – MODIFIED CASH BASIS
Exhibit B
17NATIONAL HONEY BOARD ANNUAL REPORT 2011 BACK TO CONTENTS