Seventy-five percent of those responding said economic adulteration was a very important issue because it damages the product's image, expands the supply and decreases the price. Firms not affected believe the problem resides elsewhere. Observations by those contacted ranged widely as to how important the issue was to the industry. Seventeen percent of respondents indicated economic adulteration was somewhat important, and 8 percent said they didn't know. Most agreed confusion resulted from lack of adequate tests and protocols.
Honey is basically a luxury good, and sales correlate with income.
The importance of quality and image, therefore, cannot be overemphasized, nor can implications of negative publicity. Tastes and preferences for honey, according to Dr. Fairchild, are increasing, but at a decreasing rate, emphasizing the need for increased promotional efforts. For an earlier analysis of honey marketing see the study by Shehata . The effect of adulterated product in the marketplace is significant, Dr. Fairchild says, as the resulting increase in supply affects all levels of the industry. Just a 5 percent quantity increase results in a 25.35 percent lower price for the producer and a 19.40 percent reduction for the retailer.