The National Honey Board (NHB) has named Sterling-Rice Group (SRG) as its agency of record for its foodservice account following a review.
SRG is being tasked with launching a new foodservice program for the NHB in 2023, with the goal of increasing honey demand among foodservice operators, as well as growing consumption among consumers. The win represents an expansion of SRG’s role with the NHB. SRG also oversees the board’s consumer, brand and research activities.
“SRG brought a distinctive approach to working with us as a business partner to help us promote the importance of bees and honey production to the overall health of our food systems,” said Catherine Barry, NHB vice president of marketing. “They have an impressive track record of working with and connecting commodities with large foodservice operators and finding creative ways to work with chefs and industry influencers to develop new ways for consumers to experience and enjoy honey across menus and eating occasions.”
SRG has a long history of working with leading commodity brands, including the Almond Board of California, Avocados from Mexico, Potatoes USA and the US Highbush Blueberry council among others. Its in-house culinary practice has developed thousands of innovative food offerings on behalf of its many clients.
“Our understanding and experience working in foodservice and with restaurant operators directly, will help us create a wide range of initiatives for the NHB that will be measured across the foodservice channel in sales,” explained Amy Shipley, partner and managing director at SRG.