NEW YORK — The National Honey Board (NHB) has named Porter Novelli PR agency of record for its consumer brand following a competitive review.

The global public relations firm is tasked with strategic plan development, media and influencer relations, and counsel on current issues and trends to support the group's goal to provide honey education. 

"We are excited to be working with the National Honey Board and hope through our work together that more and more people will start enjoying honey, cooking with honey and appreciate the special flavor of honey in even more ways," said Brad MacAfee, CEO, Porter Novelli. 

As the research and promotion board of the honey industry, the NHB engages consumers, retailers and food manufacturers in marketing programs to educate them on the versatility and benefits of honey. It provides information to consumers, fund the research of healthy honeybee colony maintenance, educate chefs, and provide merchandising materials to industry producers and retailers. 

"We couldn't be happier to have such a strong partner in Porter Novelli. We are confident that our collaborative efforts will bring honey and honey bees to the forefront with consumers and the food industry alike, benefiting the entire industry," said Margaret Lombard, CEO National Honey Board. 

The Honey Board began in the mid-80s when honey producers and other industry representatives gathered with a goal to promote honey education.