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!

Beekeepingis

FUN!

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

COMB HONEY

“Honey Spreadables”

Dyce Method:Cremed/Spun/Whipped

HOMEMADE SOAP

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

Meadery

Core Concepts

Who Do We Want to Be?

What Are Our

Options?

What Is Our

Plan?

Who Are We?

Destination

Events

ToursExperience

s

???

TheHoneyFarm

Farmers Market

Viticulture

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

Retirement Plan

Destination

Events

ToursExperience

s

TheHoneyFarm

Destination

Events

ToursExperiences

Outdoor Space

ParkingLandscape

TheHoneyFarm

Everything Really IS Bigger in Texas