What Happened to the honey prices???

Beekeepers are fast approaching financial ruin as the farm gate prices for honey being offered are at about $2 / KG. Is it just me or do you get the feeling that Beekeepers and consumers are being duped by the middle man? See the following link for more.

No money In Honey, Say Beekeepers.

I'd like to hear what others have to say about the current situation. And what can be done. Is it possible for beekeepers to find a new market; start (a) new brand(s) and cut out the middle man?