Concept Driven Diversification and Product
Development:Beyond Accidental Retailing
American Beekeeping Federation
Producer/Packer SIG
Disneyland Resort HotelAnaheim, CaliforniaWednesday 7 January 2015
Clint Walker III Walker Honey Farm/Dancing Bee Winery Rogers, TX
Beekeeping is Beautiful!
Beekeeping
isSATISFYING
Beekeeping Can Be Profitable
Beekeeping can also be frustrating and not so
profitable!
Our Story 1930-1993: Package Bees and Queens;
Honey; Pollination. 1994: Ownership passed to Third
Generation. “What does the future hold?”
– Known: Varroa – Unknown: Neonicotinoids
Response: – Diversification (horizontal)—New Revenue
Centers– Integration (vertical)—Value Added to
Products
So many options! How is a worker bee to decide?
“Our choices in life are more meaningful when our options are most limited.”
--Wally Christian, 1984
Corollary: “That works to the advantage of beekeepers.” –Clint Walker III
First, we need to narrow our options! We do this by defining our business options.
--We will redefine it every year (at least that often).
Second, we make meaningful choices.
--We aren’t throwing darts or playing pin the tail on the donkey.
Core Concepts
Who Do We Want to
Be?
What Are Our
Options?
What Is Our Plan?
Who Are We?
BeekeepersHoney Packers
20M PeopleIn 200Miles
Buy PackingBuild Plant
Beekeepers
Options:Retail
Presence
Packing Plant
Production
Local and Varietal Honeys
“Honey Spreadables”
Dyce Method:Cremed/Spun/Whipped
Core Concepts
Who Do We Want to
Be?
What Are Our
Options?
What Is Our Plan?
Who Are We?
EfficiencyEconomy of
Scale
ContainersRetail GrowthPrivate Label
DSD/Warehouse
“Load the Bus”Message
Brandedness
BeekeepersPackersRetailers
So this “Bee Truck” . . .
CONTAINERS
Bulk Honey to Packer
Grocery Warehous
e
Homebrew Store
. . . becomes a Delivery Truck.
BEESWAX
BEE POLLEN
BEESWAXCANDLES
Honey ProductsNut Related
Sorghum and Cane Syrups
HONEY CURED
JERKY
GRANOLA
Core Concepts
Who Do We Want to Be?
What Are Our
Options?
What Is Our
Plan?
Who Are We?
Destination
Events
ToursExperience
s
???
TheHoneyFarm
Wine and Honey Tours
Mead on Tap
Meadaritas
NEW FARM STOREOPENED JANUARY 2014
“Food Truck”Woodfired Oven Pizza
Destination
Events
ToursExperience
s
???
TheHoneyFarm
Destination
Events
ToursExperience
s
TheHoneyFarm
Destination
Events
ToursExperience
s
TheHoneyFarm
Destination
Events
ToursExperiences
Outdoor Space
ParkingLandscape
TheHoneyFarm
Everything Really IS Bigger in Texas