At first blush, this would not seem the perfect holiday for HoneyBaked Ham.
For one, it’s got that darned word “ham” in its name, which, amid swine flu phobia, is a potential buzz kill.
For another, in a tough economy HoneyBaked sells spiral-sliced premium hams that can fetch $100 for a whole or $50 for a half. By comparison, Wal-Mart is selling spiral-cut half hams, about 10 pounds, for less than $16.
Tradition is taking a hit at HoneyBaked this Christmas, its biggest sales holiday. Despite selling one of the nation’s most familiar comfort foods, few are comfortable in HoneyBaked Ham land, says Craig Kurz, CEO and grandson of the company’s founder.
“These are unprecedented times,” offers Kurz, 47, as he looks around a less-than-bustling HoneyBaked Ham store and cafe just down the road from the company’s headquarters. “We have not seen conditions of the past 12 months at any other time in our company’s history.”
Photo: Joe Brier.