How to Approach Health Shops and Supermarkets with Your Honey
This article is part of our complete guide to Starting Beekeeping in South Africa.
Selling your honey through retail outlets can increase volume and visibility.
Health shops, independent grocers, and small supermarket chains in South Africa are often open to stocking locally produced honey – if you approach them professionally and offer a product that meets their standards.
Why Target Health Shops and Supermarkets?
- Consumers trust in-store products more than unknown brands online.
- Health shops prioritise raw, natural, and local products.
- Supermarkets provide consistent shelf space and bulk ordering.
✅ This route suits beekeepers who can supply regularly and maintain consistent quality.
Step 1: Prepare Your Product for Retail
Before you approach stores:
- Ensure your honey is filtered, bottled, and labelled professionally.
- Use tamper-proof, food-safe jars.
- Include all legal labelling details:
- Product name (e.g. Raw Honey, Wildflower Honey)
- Net weight
- Producer name, contact info, and physical address
- Origin: Product of South Africa
- Batch number or harvest date
✅ Optional extras: floral type, raw/unheated, region, QR code linking to your story.
Step 2: Create a Product Information Sheet (PIS)
This one-pager should include:
- Product name and description
- Jar sizes available and pricing
- Ingredients (100% pure honey)
- Shelf life and storage guidelines
- Contact details and delivery lead times
✅ Include a professional photo of your jar and brand logo.
Step 3: Start with Local Independent Shops
- Visit your nearest health shops, delis, farm stalls, or independent retailers.
- Bring a sample jar and your product sheet.
- Speak to the manager or owner, not general staff.
Talking Points:
- Mention your location: “I’m a beekeeper in [your area]…”
- Share your harvest and product story
- Offer a small batch on consignment if they’re hesitant
- Explain your capacity (how much you can supply per month)
✅ Politeness, persistence, and packaging are key.
Step 4: Approach Supermarkets and Chains
- Start with independent supermarkets or smaller regional chains.
- Look for stores that already stock craft or natural products.
- Ask for the buyer or fresh foods manager.
Requirements May Include:
- Food Safety Certificate or affidavit
- Price list with bulk discount pricing
- Barcode on jars (GS1 standard)
- Invoicing capability (with tax ID)
✅ Have a few references or testimonials ready if you’ve supplied other outlets.
Step 5: Offer Retail-Friendly Packaging and Pricing
- Keep price points simple (e.g. R59.99, R84.99).
- Offer 250g, 500g, and 1kg jars.
- Include display-ready packaging: boxes that sit neatly on shelves.
- Offer free tastings if the store wants to promote your honey.
Step 6: Follow Up and Build the Relationship
- If the shop agrees, deliver on time and provide clean, labelled jars.
- Add a flyer or shelf talker if allowed.
- Ask for feedback after the first batch sells.
- Offer a discount on repeat orders or if they stock multiple products (e.g. comb or creamed honey).
✅ Respond quickly to calls or emails to stay in their good books.
Downloadable Checklist
Click here to download a retail honey pitch checklist (Coming soon!)
Final Thoughts
Selling through retail outlets helps you scale, reach new customers, and become a recognised name in your area.
Keep your pitch professional, your packaging consistent, and your communication clear.