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I think the problem is a lot of beekeepers undervalue honey
And that could even be a far bigger problem. When people come and tell me that they get it cheaper in the Supermarket than I can explain them why and what the difference is to the product I sell, but I recently had one telling me she bought a 1lb jar for £4 and it was local as well, I also saw a 1lb jar myself on a shelf for £4.20, but that is surely not what we can or should do....
Some people throw their product on the market cheap just to sell it. They might have a hive or 2, so their yearly costs to keep them are relatively low. So they don't not care about what they get back with their Honey.
We all know that we have a decline of Bees in the UK, but at the end of the day a lot more Hives would be needed to help, but if you try to have more you realise how the costs go through the roof. That's the reason why we started to sell the Honey. The money gets re-invested to buy more Hives, more material, more bees, not saying that we will now stop the decline just by having the few more than the more standard 1-2 Hives in the back of the garden, but its a step.
@jonnybeegood, I know that you have now understood that your product is of higher value than the £2.00, but I hope that other people will keep this conversation in mind, when they do their pricing. If you start to throw your product on the market cheap, because you don't have to worry, than someone around you might pack up one day because they can not afford it anymore and if you keep bees because you care for them and you want to help against the decline than you should help that nobody needs to take that step.
That is my view on it and I am aware that not everybody might share it.