The money's in the honey

PEOPLE in Britain are eating less bread. Last year, sales were down by more than 4% and prices went up by more than 16%. That’s bad news for the bakers, but it is also very bad news for those who produce jam and other spreads. Cutting down on toast means customers cut down on jam and marmalade, which have lost nearly 5% of their market share. For soft-fruit growers, this is a serious blow, exacerbated by the huge increase in their costs.

However, the one bright spot in the market is the growth in honey. Beekeepers are benefiting from the UK market’s growth, which follows the renewed interest that’s arisen in the US. There’s no single cause for this uplift, but at its heart is the increasing desire of so many to eat more naturally. They therefore seek alternatives to highly refined sugar. The natural sweetness of honey fits that bill.