On today’s episode, I sit down with Noah Phillips, founder of Honey Department, a recently launched brand selling creamed honey in a tube.

Honey Department started with a pretty simple observation: everyone uses honey, but almost no one thinks about the product or the brand, and it’s still mostly sold the same way it always has been.

But what looked like a pretty straightforward idea quickly turned into a much more complex product and supply chain for Noah to develop.

We walk through the decision to use creamed honey so the product would actually work in a tube, how he built a supply chain that runs from a co-op in Mexico to an apiary in Texas to a separate co-manufacturer, and what it took to go from zero to a finished product in a category with very little standardization.

Lastly, we also spend a good amount of time on branding and positioning, as it's a huge part of this story.

I learned a lot during my conversation with Noah, and I hope you enjoy it as much as I did.