• by Richard Whitman , Columnist, September 13, 2022

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 has a history of working with commodity brands, including the Almond Board of California, Avocados from Mexico, Potatoes USA and the US Highbush Blueberry council among others.