This research includes two surveys: one intended for honey producers and one for honey consumers. In this way the producers' main problems with product placement on the market were investigated from their point of view. It was researched what they perceive as main obstacles, which are positive aspects and what they think about the system of optional labelling of honey which is under the jurisdiction of the Croatian Agency for Agriculture and Food (HAPIH), and how to improve the position of Croatian producers and make their everyday work easier. Also, the habits and characteristics when buying honey, as well as information on honey consumption were investigated directly regular and occasional consumers. The research also included the application of various communication forms, models and strategies on the example of a part of the HAPIH company in the laboratory for honey quality control. The aim of this research is to give a broader picture of the manner and type of communication between honey producers and consumers through HAPIH and to show the results which are reflected in the correct and timely choice of communication, as well as the results that arise from this communication. This research was intended, among other things, to find out whether honey producers are satisfied with overall communication with laboratory staff; to which most respondents expressed satisfaction. The project of the national jar together with the logo of Honey of Croatian Beekeepers in the future could, after minor corrections, become a system that will increase consumers' confidence in the domestic product they buy by ensuring traceability from beehives to the table and monitoring quality. These projects will also enable producers higher market competitiveness in the fight against imported honey.