GOLDSBORO, N.C. — A nationally recognized brand known for its holiday meals and signature sandwiches may soon be coming to Wayne County. Representatives with The Honey Baked Ham Company say Goldsboro has emerged as a top candidate for a future franchise location, citing the city’s strong sense of community and business-friendly environment.
Company officials said Goldsboro stood out during a nationwide search to identify potential expansion markets. After evaluating cities across the country, the area ranked among a select group that met key criteria for growth.
“It’s an amazing market,” Eric Edwards, Director of Development said. “Goldsboro checks so many boxes in terms of community support, business climate, and overall fit with our brand.”
The company emphasized that Goldsboro’s family-oriented population aligns closely with its customer base. While many consumers associate HoneyBaked Ham with holiday traditions, officials say the brand has expanded its reach through lunch offerings, catering, and take-home meal options.
Nearby locations in Greenville and Rocky Mount have performed strongly, reinforcing confidence that eastern North Carolina remains an underserved region with room for growth.
Plans for the Goldsboro store are still in the early stages, but the company is prioritizing local involvement. Leaders say they intend to partner with a local franchisee, as well as utilize local resources for real estate, financing, construction, and staffing.
“It’s extremely important to us that we’re connected to the community at every level,” Edwards said. “Goldsboro is the kind of place where relationships matter, and we want to reflect that in how we build this store.”
The company is currently exploring potential sites, with a preference for an existing retail space such as a strip center that offers easy access and convenience for customers.
While no official opening date has been set, officials say they hope to launch as early as 2026, with 2027 as the latest target. Once a lease is secured, the timeline to opening could move quickly.
Local leaders, including the Goldsboro-Wayne County Chamber of Commerce, have been credited with fostering a welcoming climate for new businesses. The city’s ties to Seymour Johnson Air Force Base and ongoing economic development efforts have also helped position the area for continued growth.
Beyond its expansion plans, HoneyBaked Ham’s legacy is rooted in a simple but innovative idea. Founder Harry J. Hoenselaar developed what is widely regarded as one of the world’s best hams by using high-quality bone-in smoked meat paired with a proprietary curing and cooking process. The result was a distinctive flavor profile, complemented by a sweet, crunchy glaze and the company’s patented spiral-slicing technique, making it easy to serve and a staple at holiday gatherings, Easter celebrations, and family meals.
The company says its continued success is also guided by a set of core values. Leaders describe HoneyBaked Ham as a family-focused organization committed to its people, products, and brand. That includes a focus on serving others, prioritizing teamwork and respect, and maintaining a strong sense of integrity by “doing the right thing” even when no one is watching.
Officials also stress a commitment to excellence and innovation, encouraging employees to grow and adapt as the business evolves. At the same time, the company embraces a culture that celebrates both big and small moments, aiming to keep the workplace engaging and enjoyable.
Residents familiar with the brand say the addition would bring both convenience and nostalgia, especially during the holiday season.
Company representatives say they will continue to provide updates as plans progress and are encouraging potential local partners or investors to reach out through their development channels.
If finalized, the new location would mark another step in Goldsboro’s ongoing efforts to attract national brands while maintaining its small-town identity.
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