In this week’s episode of the Digital and Dirt podcast, Ian sits down with Haley Neid, Director of Brand Management at Nate’s Honey, the top-selling branded honey in the U.S., to discuss how the company has successfully redefined how to market a “commodity” product.

In this episode, you’ll hear:

• Haley’s unconventional path from college athlete to helping build Nate’s Honey over the past decade.

• How Nate’s disrupted a “sea of sameness” by turning a simple orange label into a powerful brand asset.

• Why treating honey as more than a commodity has helped reshape consumer perception and grow the category.

• How data, social listening, and consumer behavior directly inform product innovation and marketing decisions.

• The story behind Honey Minis and how real consumer behavior created what has become one of the brand’s fastest-growing products.

• Why simplicity, transparency, and trust are critical in today’s food landscape.

• How Nate’s uses bold, intuitive storytelling to guide consumers on how to use their products.

• The importance of staying culturally relevant and only showing up in moments that authentically fit the brand.

• Haley’s perspective on building a career by staying invested, trusting the process, and growing with a brand over time.

Tune in to hear the full conversation as Haley and Ian break down how a 10,000-year-old product can still feel fresh, modern, and culturally relevant. The episode is available now on all major podcast platforms.