Festivals and markets are among the few settings where a small producer can sell without an intermediary. The price difference is marked and a direct relationship with the customer is established.

Why direct selling matters

The same honey carries very different prices depending on how it is sold:

• Bulk to a packer — the lowest
• Jarred to a shop
• Direct to the consumer — usually the highest

Direct selling requires no equipment investment and is often the single largest improvement available to a small producer.

Preparation

Labelling

Rules differ by country but generally require: product name, net weight, a date, country of origin and producer details.

Learn the current rules before selling. An incorrect label is both a legal risk and a poor impression.

Food hygiene

Separate rules may apply to sales and to tasting. Permissions should be obtained in advance.

Claims

In most countries it is prohibited to claim that a food treats disease. This applies to spoken claims at a stall as much as to a label.

What sells

What distinguishes a small producer is not price but the story that can be told honestly:

• Where it comes from: Which apiary, which landscape
• Which flowering: Separately harvested, single flower
• How it was produced: Coarse strained, not over-filtered
• Comb honey: The most concrete proof of authenticity

Each of these rests on records. A claim that cannot be substantiated is worse than no claim.

Presentation

• Offer tasting where permitted; it is the most persuasive thing available
• Show different flowerings side by side; the differences speak for themselves
• Explain crystallisation — it is natural and not a fault, and many customers think otherwise
• Keep jars out of direct sun

The biosecurity point

Second-hand equipment changes hands at such events. Hives, frames and above all comb can carry disease.

Equipment bought should be disinfected before use; buying comb is not advisable at all.