Most of the smaller hobbyists I know (like myself) try to seek out venues where you can sell honey for full retail. Admittedly it's hard to find and takes some luck. I've been fortunate - I sell all I can harvest and want to part with through my girlfriend's stores (women's clothing, housewares, etc). We keep a couple of dozen 1 lb bottles on her counter to sell as an "impulse" item. I sell it as organic since I don't medicate and feed very little. In August I raised the price to $8.00 per bottle and no one has blinked an eye at it. Still, I end up giving most away as presents, charitable donations, etc.