Photo: Rolls-Royce
Even though some people are still buying cars while in lockdown, their numbers are down. Carmakers are, as of the time of press, still shuttered. Rolls-Royce too has stopped all production on its luxury vehicles, but that’s not to say it’s idling.
The other day, Tesla reported a profit in EV sales for the first semester of 2020. Rolls-Royce is also reporting record production, but not of cars: the “world’s most exclusive honey” is in high demand. Now in its third year of production, Rolls-Royce of Honey, the proprietary brand of honey, has reached unprecedented levels of production, the company is happy to announce.
Indeed, Rolls-Royce makes honey. Most car companies rely heavily on merchandising but, even in this context, honey is perhaps the last thing you’d associate that aura of luxury and exclusivity that sets Rolls-Royce apart from competitors.
Rolls-Royce boasts a 250,000+ workforce of English Honey Bees at the Rolls-Royce Home in Goodwood, West Sussex. The bees live in 6 hives with names that might ring a bell: Phantom, Wraith, Ghost, Dawn, Cullinan and Spirit of Ecstasy. They have emerged from winter in “excellent health,” the automaker says, and are already busy at work, making honey for the most select Rolls-Royce customers.
It would be easy to poke fun at the automaker for choosing honey as a product on which to slap the Rolls-Royce name, but the Apiary is actually part of the company’s focus on environmental issues. The number of the English Honey bees is declining, and Rolls-Royce is doing its part to reverse that decline by creating the perfect habitat for them, what with the plant’s “living roof” and the half-million trees, shrubs and wildflowers that surround it.
“The Apiary further underlines our commitment to the environment, which informs everything we do at Goodwood,” Richard Carter, Director of Global Communications at Rolls-Royce Motor Cars, says in a press statement.
“Our sustainable buildings, thermal ponds, rainwater management systems and wildfowl refuge have already made the Home of Rolls-Royce at Goodwood one of the UK’s most eco-friendly manufacturing facilities,” Carter adds. “Through this project, which taps into the biodiversity of our site, including our huge living roof, we’re making an important contribution to conserving Britain’s vital bee population.”
Indeed, Rolls-Royce makes honey. Most car companies rely heavily on merchandising but, even in this context, honey is perhaps the last thing you’d associate that aura of luxury and exclusivity that sets Rolls-Royce apart from competitors.
Rolls-Royce boasts a 250,000+ workforce of English Honey Bees at the Rolls-Royce Home in Goodwood, West Sussex. The bees live in 6 hives with names that might ring a bell: Phantom, Wraith, Ghost, Dawn, Cullinan and Spirit of Ecstasy. They have emerged from winter in “excellent health,” the automaker says, and are already busy at work, making honey for the most select Rolls-Royce customers.
It would be easy to poke fun at the automaker for choosing honey as a product on which to slap the Rolls-Royce name, but the Apiary is actually part of the company’s focus on environmental issues. The number of the English Honey bees is declining, and Rolls-Royce is doing its part to reverse that decline by creating the perfect habitat for them, what with the plant’s “living roof” and the half-million trees, shrubs and wildflowers that surround it.
“The Apiary further underlines our commitment to the environment, which informs everything we do at Goodwood,” Richard Carter, Director of Global Communications at Rolls-Royce Motor Cars, says in a press statement.
“Our sustainable buildings, thermal ponds, rainwater management systems and wildfowl refuge have already made the Home of Rolls-Royce at Goodwood one of the UK’s most eco-friendly manufacturing facilities,” Carter adds. “Through this project, which taps into the biodiversity of our site, including our huge living roof, we’re making an important contribution to conserving Britain’s vital bee population.”
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