What's in a Name? A Lot, if You Ask Yes Honey Founder Heather Mincer

Nobody wants to enter “naked chicks” into their browser search while they are on their work computer. But that’s what people had to do to find the honey-sweetened sodas and drizzlers created by Yes Honey Founder Heather Mincer, when her company was originally called Naked Chicks Pasture.

When you know the brand’s origin, the name makes sense. It sold pasture-raised chickens with no chemicals or antibiotics on a small farm in Norwood, Mo. It had no online presence, and most of its sales came from word-of-mouth. Even when it started making honey-sweetened soda and drizzlers, the products were initially sold only at local farmers’ markets, so the brand name worked. It was catchy. (In fact, Heather still retains the title of “Head Chick” in her LinkedIn profile!)

But as Mincer’s sales grew and she looked to reach a broader audience of consumers and even retail buyers, it launched a website and became a RangeMe Pro subscriber.

That’s when things got a little … weird.

In this podcast interview with ECRM's Joseph Tarnowski, Mincer tells the story of her brand refresh, and how it led to an explosion of direct-to-consumer sales, as well as much more buyer engagement on RangeMe.