We had the good fortune of connecting with Armond Wilbourn and we’ve shared our conversation below.
Hi Armond, what principle do you value most?
Integrity and honesty are the core values here at Noble Honey Co. With honey being the third most adulterated food on the market, it is our goal to provide the consumer with a product that is honest and without compromise. Most of the honey on our grocery shelves today contain additives such as beet sugars and/or simple syrups reducing the medicinal properties within that honey. It is our goal to eradicate that issue with honesty and integrity, which is what our food system lacks the most at this moment.
Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
Noble Honey Co. was officially launched in September of 2020 and our beehives are located in Palmetto, Ga on a 20 acre farm. I started my beekeeping/farming journey the year of 2012 in which I initially I grew heirloom Jubilee Watermelon. In order for a watermelon to flourish, it must have some sort of pollinator to cross pollinate the male and female flowers, so I decided to invest in the best pollinator known to man, the Honeybee. From there I fell in love with the beekeeping and the honeybees remarkable sense of hard-work and community. Since then we have accomplished a number of goals, such as being featured in Atlanta Magazine, Fox News, and a partnership with Uncle Nearest Whiskey Company which is something we’re most proud of. The journey has been extremely difficult and costly, but rewarding at the same time. Through the ups and downs I’ve learned that it takes having and understanding of what the end goal is. That passion and understanding for that end goal is what will keep you going and striving forward when you’re ready to throw in the towel. My goal is to provide consumers an honest product without compromising its integrity/quality, which takes extra steps and more work, but that goal is what keeps me going. My passion for noble/honest food is what keeps me going.
If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
The city of Atlanta has a vast amount of great eateries, nightclubs, and social spots that it’s difficult to just name a few. My favorites would have to be places like Bear & Honey Candle Co. located in Little 5 Points. Its a great place for a date or something similar being that they have a great interactive/hands-on candle making class. One of my favorite restaurants would have to be Slutty Vegan, being that my wife is a vegetarian we visit often, not only is the quality of food always top tier, but the overall experience is amazing. When I’m looking to go out, have fun, and enjoy some music my favorite spot to attend is Cafe Circa located on Edgewood. The ambiance and staff is amazing.
The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
First I want to say thank you for your time and this interview, its greatly appreciated. Yes there are a few people that I must shoutout in this article. First is my grandmother Billie Jenkins, who instilled in me hard-work and determination. I can remember at a young age, how we would wake up before sunrise to be the 1st to set up at Flea Markets on Sundays. We would sell different household items/clothing and my job would be to set up and sell her electronics. Even today, in her 70’s she’s the hardest working woman I know. Secondly, I must shout out my mother Lana Rhoten who showed and taught me unconditional love and patience. Whenever things are haywire and out of control she always finds a way to ground me and bring about a sense of calm/peace. Thirdly, I must shoutout my father Armond Wilbourn Sr., he’s experienced many ups and downs throughout his lifetime, with the ultimate being the killing of his mother, my grandmother by a drunk driver. Throughout all of this I’ve never seen him down or in a depressed state, he’s always perceived through his hardships and kept his head held high. I must also shout out my wife, Brooke Kennedy – Wilbourn who has spent countless nights in the kitchen helping create recipes for many of our different products. I’m forever indebted to her. Lastly, I must shoutout my aunt Renee Morris and Uncle Charles Rhoten. Both not only showed me through their work, but taught me the art of business. My aunts favorite quote is, “KNOW YOUR NUMBERS”.
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