# Founder Feature: Reinventing Honey Through Design, Packaging, and Consumer Psychology with Noah Phillips of Honey Department

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2026-07-03
- Length: 27m
- Episode: 332
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-07-03-founder-feature-reinventing-honey-through-design-packaging-and-consumer-psycholo
- Listen: https://share.transistor.fm/s/321c9fd0

## Summary

Noah Phillips, founder of Honey Department, explains how his background in advertising and design led him to reinvent the honey category by packaging 100% raw thick honey in an aluminum tube. He details the decision to use creamed honey for its superior texture and stability, and the strategic choice to avoid traditional grocery aisles in favor of specialty retail and gifting channels. Phillips also discusses the challenges of sourcing authentic honey from Mexico, navigating the prevalence of adulterated products, and managing logistics for fragile aluminum packaging during shipping.

## Outline

1. Introduction: Noah Phillips and Honey Department
2. Design Background and the Tube Format
3. Sourcing Authentic Honey and Creamed Honey Process
4. Identifying Adulterated Honey
5. Packaging Logistics and Shipping Challenges
6. Retail Strategy and Gifting Market
7. Future Collaborations and Product Expansions

## Topics

- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Sourcing & supply chain](https://hardwarepodcasts.com/topic/sourcing-and-supply-chain)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Logistics & fulfilment](https://hardwarepodcasts.com/topic/logistics-and-fulfillment)

## Most relevant to

early-stage companies

## Mentioned

- Honey Department (product)
- Squeeze the Bear (product)
- Whole Foods (company)
- Dieline (other)
- Anz (company)

## Related episodes from other shows

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- [305 - How one AZ Lemonade company uses packaging to drive sales and deliver an incredible product](https://hardwarepodcasts.com/podcast/people-of-packaging/2025-02-25-305-how-one-az-lemonade-company-uses-packaging-to-drive-sales-and-deliver-an-inc) (People of Packaging)
- [327 - The best soda you haven't heard about (probably)!](https://hardwarepodcasts.com/podcast/people-of-packaging/2025-10-21-327-the-best-soda-you-havent-heard-about-probably) (People of Packaging)
- [259 - It's definitely NOT beer with Not Beer founder Dillon Dandurand](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-05-01-259-its-definitely-not-beer-with-not-beer-founder-dillon-dandurand) (People of Packaging)
- [222 - Alison Cayne, CEO of Havens Kitchen, from the classroom to the kitchen](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-10-24-222-alison-cayne-ceo-of-havens-kitchen-from-the-classroom-to-the-kitchen) (People of Packaging)

## Citing this page

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