I've never had any problem selling all the surplus honey my bees produce - but I'm not talking industrial quantities. My honey sells to people who have tasted it and come back for more, I don't sell via retail - just direct. All my customers know where the honey comes from .. I'm about £1 a pound more than the 'going rate' in my area - there are a lot of beekeepers within a few miles of where I live and the price competition is fierce. I have nice hexagonal jars, a nice label and I market the honey as raw honey from bees that are kept as naturally as I am able. The honey from my bees is a real multifloral honey - I live near the middle of town but the forage is very varied. Honey judges have described it as 'lovely floral honey' and I take every opportunity to talk to my customers about the bees and the honey.
So ... it's all about the marketing ... the packaging ... the quality and taste of the product. Get all three right and you can charge a premium and your customers will pay for it. I think I could charge more than I do now that I have an established customer base ... most of them come back for a jar every month or so ... but I'd rather have a customer come back for more as it's easier to keep an existing customer than find a new one. Word of mouth recommendation is your best friend in terms of advertising and if you can find opportunities to let people taste your 'real' honey compared to the £1.59 sh1t from Aldi they will recognise the difference ... and once converted ... you have them hooked. There's also mileage in pushing the 'honey from your local area' as there are perceived health benefits from eating 'local' honey - just avoid any direct claims. I just say, when asked, that I have customers who say that it helps enormously with their hay fever ... and leave it at that.
Good luck, I still wouldn't like to try and make a living from it ... I'm with Enrico ... all the profit does is pay for more kit !!