Appalachian beekeeping collective jar on landscape background

The Appalachian Beekeeping Collective

ABC is a nonprofit committed to the education and preservation of time-honored beekeeping practices. Partnering with local beekeepers by equipping, supporting, training, and distributing local honey improves both the physical and economic health in our community. Convoy’s expertise in ecommerce helps ABC put their products on shelves not only in their local communities but around the world.


  • Market Research
  • Focus Groups
  • Ad Campaign
  • Ad Buys
  • Branding
  • Package Design
  • UX/UI Design
  • Web Development
  • E-Commerce
beeleeper with jar of honey
  • Target Audience
  • Geographic Markets
  • Purchase Motivators
  • Price Recommendation
  • Flavor Profile
  • Industry Trends

Convoy partnered with Deaton Group Consulting to conduct extensive focus groups for ABC to discover their ideal demographic, price points, and visual branding. We asked questions about online and in-person purchasing habits and also conducted tastings to determine flavor profiles for the honey. The focus groups were also used to determine what regions close to Appalachia to target and what modes of advertising worked best for the chosen demographic.

appalachian beekeeping collective jar

Appalachian Bee Collective’s requirements for packaging and distribution were: eco-friendly, attractive, and loss-preventative. We tested multiple prototypes until we found the right fit: craft labels, glass jars, integrated branding and recyclable post-consumer waste packaging.

appalachian beekeeping collective website

We collaborated with professional food stylist Diana Jeffra and photographer Tom McGovern to capture dynamic images to visually communicate the rich flavor profile of ABC’s premium honey. Convoy designers and developers created a custom Shopify theme and worked with ABC’s team to ensure an efficient fulfillment process.

The Shopify platform gives ABC Honey the ability to:

  • Fulfill product orders and ship labels
  • Edit and add new products
  • Content management system to add and edit current pages
  • Accept donations
  • Create Customer Profiles
  • View sales and demographic analytics
  • Add Users to their mailing list

smart phones