49: Education and Customer Engagement: The Key to Success Overcoming Challenges and Building Resilience
When you think of career transitions, moving from journalism to beekeeping might not be the first leap that comes to mind. But for Danielle Brooks, founder of the Honey Truck, it was a journey fueled by curiosity, creativity, and a dash of daring. Recently, I had the privilege of sitting down with Danielle on the Accidental CEO Podcast to uncover the remarkable story behind her sweet success.
A New Beginning from a Stagnant Start
Danielle graduated from Flagler College in 2009 with dreams of becoming a newscaster. But as she started her career in journalism, she quickly realized that her passion for storytelling didn’t align with the grind of traditional news production.
After stepping away from the newsroom, Danielle found herself back at Flagler College, creating press releases. When the work ran dry, she was offered a role that required photography skills—skills she didn’t have yet. Determined to seize the opportunity, she taught herself photography, which became her gateway to a fulfilling new creative career.
For years, Danielle captured family portraits and high school senior photos, finding joy in storytelling through a lens. But as her passion for photography plateaued, she sought a fresh challenge. Enter the bees.
A Hive of Inspiration
Danielle’s journey into beekeeping was inspired by a spark of curiosity. “Homesteading was trending at the time,” she recalled, “and I wanted to do something unique.” She reached out to a local beekeeper for a firsthand look, and before long, she was tending her own hive. Little did she know, this hobby would grow into a full-fledged business.
“You’re either making more bees or making honey,” Danielle explained. As her hives expanded, she noticed a fascinating phenomenon: the honey’s color and flavor varied depending on the plants within the bees’ three-mile radius. This discovery sparked her entrepreneurial imagination. She started selling her hyper-local honey at farmers’ markets, sharing its unique story with customers.
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The Birth of the Honey Truck
Realizing the potential of her newfound venture, Danielle decided to create a brand—not just a logo. Partnering with a graphic designer, she developed a cohesive identity for what would become the Honey Truck. The name was born almost serendipitously: while troubleshooting her vintage truck, Danielle casually referred to it as “the honey truck,” and the name stuck.
This vintage truck became more than a mode of transportation; it became a mobile storefront that allowed Danielle to share her honey at pop-ups and events without the overhead of a brick-and-mortar shop. “Honey is seasonal,” she noted, “and the truck gave me flexibility to adapt my business to the flow of nature and demand.”
Scaling Sweet Success
Scaling the Honey Truck wasn’t without challenges. Danielle quickly outgrew her ability to manage all the hives herself. Recognizing her limits, she partnered with other beekeepers who shared her values, allowing her to meet growing demand while maintaining high-quality standards.
She also invested in tools to streamline production, such as a bottling machine and labeler. These tools didn’t come with instruction manuals, and Danielle spent countless hours troubleshooting—but her perseverance paid off. Today, the Honey Truck operates efficiently, producing honey not only for local markets but also for major retailers like HomeGoods and even the National Park Service.
The Power of Branding and Education
One of Danielle’s key insights is the importance of branding. “People invest in brands they understand and care about, not logos,” she emphasized. The Honey Truck isn’t just about selling honey; it’s about creating an experience. Customers meet Danielle, learn about the bees, and take home a story as well as a product.
Education is another cornerstone of the Honey Truck’s mission. Danielle speaks at schools, community events, and even the University of Florida’s Bee College to raise awareness about the importance of bees and sustainable beekeeping. “The honey funds the education,” she said, highlighting how her passion for teaching drives her business.
Lessons for Entrepreneurs
Danielle’s journey offers valuable lessons for entrepreneurs in any field:
- Know Your “Why”: Inspired by Simon Sinek’s Start With Why, Danielle built her business around a clear mission: educating people about bees and providing high-quality honey. This clarity has guided her decisions and attracted loyal customers.
- Embrace Strategic Networking: Danielle strategically selects partnerships and events that align with her target audience—mid-30s women with disposable income who value quality and sustainability.
- Invest in the Right Tools: From bottling machines to labelers, Danielle has continually invested in tools that save time and increase efficiency.
- Balance Work and Life: As a part-time stay-at-home mom, Danielle has mastered the art of prioritization. “Figure out which balls are glass and which are plastic,” she advised, quoting a friend’s metaphor for juggling responsibilities.
- Turn Failures into Growth: From machinery mishaps to learning beekeeping on the fly, Danielle’s setbacks have been stepping stones. “Nothing worth doing is easy,” she reflected, “but hard doesn’t mean bad.”
Sweet Rewards
Today, the Honey Truck is thriving. Danielle’s honey is sold across Florida and beyond, including in high-profile venues like the Castillo de San Marcos National Monument. She’s been featured in Southern Living and on the Today Show, earning accolades for her dedication to quality and sustainability.
Her story is a testament to the power of resilience, creativity, and staying true to your values. Whether you’re an entrepreneur, a hobbyist, or just someone who loves a good jar of honey, Danielle’s journey is as inspiring as it is sweet.
You can connect with Danielle Brooks on Instagram @honeytruckco or visit her website at honeytruck.com.
So the next time you see a jar of Honey Truck honey, remember the story behind it—and maybe even spread a little of that sweetness on your morning toast.
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