1. Presented by Catherine Barry Director of Marketing

2. Industry-funded promotion group Educate consumers about the benefits and uses for honey Research, marketing and promotional programs Mission: Increase demand for honey and honey products Under USDA oversight and have a ten member board appointed by the Secretary of Agriculture; not a regulatory agency

4. Production Research Fund research aimed at maintaining the health of the honey bee Five percent of anticipated assessment revenue is set aside for production research Allocated $445,000 to fund bee research projects in 2016 Ongoing and past bee research projects on www.honey.comwww.honey.com

6. Order Honey Materials Provide various recipe brochures, educational brochures, cookbooks, posters, substitution magnets, etc. Available for purchase at NHB cost or some materials available for free Order at www.nhbcatalog.comwww.nhbcatalog.com

8. Tool helping consumers and members of the food industry find suppliers Search for specific honey varietals, different forms and location Companies that produce, pack or import honey are eligible to be listed More than 185,000 unique visitors in 2015

9. Messaging and Activities

10. 1.Consumer & Retail 2.Ingredient & Food Manufactures 3.Chefs & Foodservice Professionals

11. Promote honey as a pure, all-natural ingredient - Journey From Hive to Bottle Honey’s Countless Culinary Uses - Recognize there is an opportunity to focus primarily on honey’s use in food and beverage - Focusing our efforts and budget to move the needle for consumption

13. Firmenich selected honey as its “2015 Flavor of the Year” largest privately-owned flavor & perfume company in the world

14. Consumer Print Advertising

15. Consumer Ad Creative

17. Brewer Outreach Hosted a honey beer competition to promote existing honey beers and encourage new honey beer development Exhibited at the Craft Brewers Conference in Portland, OR Invested in brewing with honey research in order to develop best practices

20. Omni Hotels Menu & Marketing Collaboration Honey Education Summit for Omni Chefs Honey-inspired cocktails and food items featured at 34 Omni properties on pool menu Over $100k in honey cocktails sold between May and August

21. Omni Hotels Menu & Marketing Collaboration “Exceeded my highest expectations” - F&B VP, David Morgan Honey featured on Omni website, in-room TV and at Omni F&B conference

23. Summer 2016 Retail Program Timing: June 2016 Scope: Leading food retailers across the U.S. Strategy: – Drive purchases & consumption of honey by inspiring usage with grilling occasions and summertime foods – Spur retailer support through a comprehensive retail campaign centered around the grilling decision made at the fresh meat case

24. 360 O Promotional Activity On-pack labels on fresh chicken In-Store Radio Ads Promo Landing Page High-Value Rebate Offer In-Store Signage Backyard Party Sweepstakes Social Media

25. On-Pack Labels Labels will be featured on three million packages of fresh chicken from leading poultry producers Specially-marked chicken will appear in major retailers, including Walmart, Target, Kroger, Albertsons, Safeway, Publix, and many others Colorful labels drive honey purchases by shoppers who already have grilling in mind Labels showcase high-value rebate offer & direct shoppers to special promotional page on www.honey.comwww.honey.com

26. April 2016 Live-action Release Promote honey as a “bare necessities” of life Computer animated movie graphics drawing audiences of all ages (e.g. Life of Pi) Use images and film footage of the characters Baloo and Mowgli collecting honeycomb for digital advertising campaign Sponsor the movie premiere in early April with honey-inspired station during the after party Support the film with honey recipes and children’s activity sheets promotion through social media, www.honey.com and Disney networkwww.honey.com

27. NHB Initiated a New Brand Identity Project Enlisted the Help of Sterling-Rice Group −Rebranded the California Almond Board −Agribusiness clients: National Pork Board, Beef Council, U.S. Potato Board, California Strawberry Commission, among many others Developed a New NHB Logo −The Hub of the Industry −Recognized Authority in the Industry −Forward Thinking Revamp NHB Website (www.honey.com)www.honey.com −“One-stop shop” for all things honey −Combine current site with all microsites