Sioux Honey Bets on Transparency in Major Brand Overhaul

NEW YORK, NY – May 12, 2026 – In a significant move to connect its century-old heritage with modern consumer values, Sioux Honey Association Co-op, America’s only beekeeper-owned honey cooperative, has named Astonish Media Group as its new agency of record. The partnership signals a strategic push to elevate the national profile of its iconic Sue Bee® and Aunt Sue’s® brands, capitalizing on a growing public appetite for food products that are transparently and domestically sourced.

This collaboration comes as the cooperative embarks on a massive $130 million, five-year expansion in Sioux City, Iowa, a bold investment aimed at solidifying its leadership in the U.S. honey market. Astonish Media Group, a New York-based firm with a history of advising global giants like Coca-Cola and Disney, is tasked with weaving Sioux Honey’s unique story into the national conversation about American agriculture, sustainability, and supply chain integrity.

“We are thrilled to have Sioux Honey join the Astonish family at a pivotal moment in its growth,” said John Conway, CEO of Astonish Media Group. “As a beekeeper-owned cooperative with a national footprint, Sioux Honey represents a rare combination of heritage, scale and supply chain integrity. Our focus will be on amplifying that story, positioning the brand not just within the food category, but within the broader conversation around American production and consumer trust.”

A Sweet Spot in the Market

The timing of the partnership is no coincidence. It aligns perfectly with a seismic shift in consumer behavior. U.S. honey consumption reached an all-time high of 688.6 million pounds in 2024, and the market is projected to swell to over $1.75 billion by 2030. This growth isn't just about a collective sweet tooth; it's driven by health-conscious consumers seeking natural alternatives to refined sugars and demanding greater transparency from food producers.

Market data from 2025 shows that organic honey sales surged 13.8% and raw honey sales grew 11.7%, far outpacing conventional products. This trend underscores a clear consumer mandate: shoppers want to know where their food comes from, how it's made, and who it supports. Sioux Honey, with its recently acquired U.S. Farmed™ Certification, is uniquely positioned to meet this demand. The certification provides a clear, verifiable label for consumers looking to support American farmers.

“As we continue to invest in the future of our business, including our recent expansion in Sioux City, it’s critical that our story is communicated with clarity and authority,” stated Aimee Sandman, Director of Growth and Community Impact at Sioux Honey. “We are excited to have Astonish Media Group bring their strategic perspective and expertise to help position Sioux Honey not only as a leading honey brand, but as a voice in the broader conversation around American agriculture and food sourcing.”

The Cooperative Advantage

At the heart of the story Astonish will tell is Sioux Honey’s unique structure. Founded in 1921, it is not a faceless corporation but a cooperative owned and operated by its more than 200 member beekeepers across the United States. This model provides an inherent layer of authenticity and quality control that is difficult for competitors to replicate. The honey in every bottle of Sue Bee® can be traced back to the hives of these American families, some of whom have been part of the cooperative for generations.

This structure directly supports the domestic beekeeping industry, which faces enormous pressures. By pooling resources, the cooperative’s members gain access to state-of-the-art processing facilities, a robust distribution network, and the marketing power of a national brand—advantages that would be out of reach for most independent operators. The model is proving attractive; Sioux Honey’s membership grew by 15% in 2025 alone, adding an estimated 7 million pounds of honey to its annual production.

For Astonish Media Group, the challenge is to translate these operational strengths into a compelling brand narrative that resonates on crowded grocery store shelves. The firm's experience with legacy brands suggests a strategy that will highlight not just the product's quality, but the values and people behind it.

A Bold Investment in America's Heartland

While the new PR campaign will shape the brand’s public face, Sioux Honey is simultaneously making a monumental investment in its physical infrastructure. The $130 million expansion project in Sioux City is a testament to the cooperative's confidence in its future and its commitment to American production.

Supported by over $4.2 million in state incentives from the Iowa Economic Development Authority, the multi-phase project will consolidate operations, create 39 new high-wage jobs, and retain 75 existing positions. Phase one, set to begin in 2027, involves building a new 200,000-square-foot finished goods warehouse and corporate headquarters. Subsequent phases will add a new processing facility, a modern laboratory, and a raw honey warehouse to accommodate its growing membership.

This expansion stands in stark contrast to the challenges plaguing the broader American beekeeping industry. Beekeepers across the country are grappling with the devastating effects of varroa mites, which contributed to a 60% winter hive loss in some areas, along with rising fuel costs and intense competition from imported honey. An estimated 80% of honey consumed in the U.S. is imported, often at prices that undercut domestic producers.

By doubling down on its U.S. operations and promoting its U.S. Farmed® certification, Sioux Honey is drawing a clear line in the sand. The strategy is a direct appeal to consumers concerned about food security, quality, and supporting the domestic economy. This combination of a powerful, authentic story and the physical capacity to meet growing demand positions the cooperative not just to survive the current industry challenges, but to define the future of American honey.