By Gary Symons
TLL Editor in Chief
Sioux Honey Cooperative has appointed IMC Licensing as the exclusive licensing agency for its flagship Sue Bee Honey brand.
The deal marks a strategic move to extend the brand into new consumer product categories through co-branded partnerships. With IMC now officially in the hive, Sioux Honey is betting that thoughtful licensing can help Sue Bee spread its wings, without losing its buzz.
Under the agreement, IMC Licensing will lead category development and partner outreach for Sue Bee across food and beverage, beverage alcohol, personal care, and home categories. The program will prioritize opportunities where real honey can serve as a “hero ingredient” or distinctive flavor element; an approach designed to capitalize on growing demand for ingredient-driven brand collaborations that feel authentic rather than overly processed.
“Sue Bee is a trusted name in kitchens across America,” said Julie Brown, senior vice president of IMC Licensing. Brown says the agency plans to build partnerships that respect the brand’s heritage while creating incremental growth—keeping things sweet, but not sticky.
Jason Robertson, vice president of sales at Sioux Honey Cooperative, said licensing represents a natural next step for the cooperative.
“As a member-owned cooperative, we’ve built Sue Bee on quality and trust,” Robertson said. “Licensing will help us bring those values to life in adjacent categories while introducing more families to our brands.”
Sioux Honey got its start In 1921, as the co-op was founded by a small group of just five beekeepers. Located near Sioux City, Iowa, the founding beekeepers shared equipment, marketing and processing facilities, all to help support one another. Sioux Honey is still a co-op, but has grown to include roughly 200 beekeepers nationwide.
Its Sue Bee brand has been a pantry staple for decades and is positioned as the only local honey brand that is U.S. Farmed Certified, meaning all honey is produced domestically.
The cooperative’s direct connection to its beekeepers is a key brand differentiator, one IMC is expected to highlight as it scouts new licensing opportunities.
IMC Licensing plans to focus on partnerships that align with Sue Bee’s quality standards and sourcing credentials, ensuring extensions do not dilute the brand’s reputation. Likewise, for licensees, the appeal lies in a well-known name with built-in consumer trust, and a product story that practically writes itself.
Qualified manufacturers and brand owners interested in collaborating with Sue Bee Honey are invited to contact IMC Licensing.
IMC Licensing is a global brand licensing agency founded in 1997, with a client roster that includes major consumer brands across food, household, and lifestyle categories. Sioux Honey Cooperative, headquartered in the Midwest, also owns the Aunt Sue’s brand and was among the first honey producers to earn U.S. Farmed certification.