Distribution channels can be defined as groups of individuals and organizations that direct the flow of products from producers to consumers. We can divide them into direct and indirect distribution channels. Beekeeping is a traditional agricultural branch in the Republic of Croatia that is of great economic importance. Bee products - honey, pollen, wax, propolis, royal jelly, and bee venom are used as food and food supplements due to their functional properties. The aim of this paper was to present the process of placing honey through direct and indirect distribution channels on the market in the Republic of Croatia. According to the research, we can conclude that the supply of honey on the Croatian market takes place in two ways: direct and indirect distribution channels. The choice of the distribution channel itself depends on the choice of the producer and the quantities of honey produced. The paper presents data related to honey in the Republic of Croatia, such as total production, imports, exports, prices and others. Also, data for some foreign markets and their problems in placing honey on the market such as Turkey, India and Albania are presented. Furthermore, the research and results of a survey conducted at the Faculty of Agrobiotechnical Sciences in Osijek on the topic of the same purchase and consumption of honey are presented. Also, during the preparation of the paper, the disadvantages and advantages that affect the efficiency of the supply chain were identified. By analyzing the distribution channels of honey, it can be concluded that the honey market is extremely dynamic and the company is forced to stimulate its customers in different ways. In order to be competitive, companies need to provide a product according to the needs and attitudes of customers.