I'd never go to the trouble of selling through shops. The discount they want doesn't make it worthwhile from my point of view. Once the B & Bs have tried the honey at breakfast-time they buy a jar or two and locals and visitors alike know where to find me (I had to ration them all last year as we were building up nucs rather than going for honey!). Mull is a 'foodie' destination so we have lots of local producers' markets (which I don't do as they're on a Sunday) and special food festival/Christmas markets/agricultural shows, etc., at which I'll take a stall if I've any spare stocks of honey or candles. It's great fun meeting customers face to face and I'm also able to promote beekeeping and the local association.