Honey is having a moment – U.S. consumption hit a record 688.6 million pounds in 2024, driven by health-conscious, eco-savvy consumers. But rising demand may strain bee populations and invite counterfeit sweeteners.
Despite high awareness, only a small fraction of consumers understand and consistently pay premiums for regenerative agriculture products, highlighting significant psychological and economic barriers. However, with increased crop yields and profits for farmers and the potential for nutrient-rich produce, the industry stands on the brink of transformative growth.
