Hi, everyone...

It has been quite the chaotic last two weeks. I’ve been all over the country.

As I guess most people don’t realize, I work a full-time job in the e-comm space, which I’m super passionate about…on top of building APIS. I absolutely love going to conferences like eTail Boston, not only to learn how I can improve the events world for my tech job, but also because I am continuously thinking about how I can improve the overall experience with APIS.

The whole goal of APIS is not only to gather people and create memorable moments, but also to make the entire process of interacting with the brand feel luxurious. From discovering APIS to booking an experience to actually sitting down and tasting the honey... I want every touchpoint to feel thoughtful and seamless.

This is something I’m really passionate about because I am the number one person who hates being inconvenienced.

Anyway, a few things have really been crossing my mind lately...

Api-Tourism Is the New Wave

I recently spent the weekend at Ojai Valley Inn, and it was absolutely incredible. They even have a full beekeeping experience, which I posted about on my Instagram.

Essentially, the hotel suits you up and takes you out to its apiary, where you get a full rundown of the beekeeping experience. You learn about the bees, the colony as a whole and how the beekeeper evaluates the health of the hive. There is even a cute little garden off to the side.

Afterward, you go back to this countryside cottage for a honey tasting paired with lavender honey lemonade.

I mean... what could be better?

I really think api-tourism is the new wave.

You can already see it at destinations like Babylonstoren, where farming, food, nature and hospitality all become part of the guest experience. Miraval also offers a beekeeping experience for guests too.

It makes sense. Honey is one of the most tangible ways to experience a place. It reflects the landscape, the flowers, the season and the work of thousands of bees within that specific environment.

It is essentially a destination that you can taste.

Marketing With Animals

Another thing I have been thinking about is the rise of animals in marketing…which is great for APIS since that’s literally my lifeline for production.

I recently read a post from Because of Marketing about how brands are introducing animals into their hero campaigns, and I found it so interesting.

Sporty & Rich used bunny rabbits. Hermès used poodles. Dairy Boy used goats. Dior, of course, has consistently used bees throughout its branding.

Animals seem to be a recurring theme in the marketing world right now.

Whether they inject a sense of playfulness, create a stronger emotional connection or simply make a campaign feel more memorable... animals are proving to be a very powerful creative device.

Obviously, I may be biased, but I think bees are the best example of this.

I’m curious if anyone else has noticed this... and whether you think animals are actually helping these campaigns feel more memorable.

David Beckham Is a Lover of Honey

And then, naturally, there is David Beckham and beekeeping.

He is doing such a good job of bringing awareness to beekeeping in a way that feels young, fashionable and culturally relevant. He began keeping bees at home in 2020, and now he has taken that interest even further with BEEUP, the honey-powered fruit snack brand he co-founded with Shaun Neff in partnership with Authentic Brands Group.

It is described as a next-generation snack brand powered by real honey.

I find the entire thing very interesting. Not only because it is David Beckham... but because I love seeing how people are finding new ways to incorporate honey into everyday life.

Honey does not have to be something that sits forgotten in the back of your pantry. It can be used in cocktails, snacks, beauty, hospitality, fashion, travel and so much more…which leads me to my next thought…—>

What I Have in the Pipeline...

This past week, I did a photo shoot with Kelly Bunch of KB Table focused entirely on how to incorporate honey into drinks and food.

I’ll be sharing the finished recipes, photos and videos soon, along with more ways to think about honey beyond simply adding it to tea.

I truly feel like this is the most enjoyable part of my job... bringing people together, collaborating with other creative businesses and showing that honey can be so much more interesting than people expect.

More soon...