In November 2025, a fire at a honey manufacturing plant in American Fork destroyed the honey stock of 19-year-old Jethro Peretto, though his bees survived unharmed. The young entrepreneur from Saratoga Springs, who started beekeeping as a child, is now rebuilding his business with help from the local community. Fundraising efforts and direct support are aiding his recovery and expansion plans.
Jethro Peretto began his journey with bees early in life. At age 3, his mother Tara introduced a hive to their home, but she retired it after suffering an adverse reaction to a sting. Several years later, at 9, Peretto asked to try beekeeping again. He found a mentor who taught him the craft, leading him to expand his hives, work with farmers for placements, and harvest honey and beeswax for products sold at local markets.
Peretto named his brand Amarito Honey Co. and later launched a men's grooming line, Chiseled & Kempt, incorporating bee products. He was on the verge of entering grocery stores when disaster struck on November 16, 2025. A fire at the Beehive State Honey manufacturing plant in American Fork reduced the building to a total loss, destroying all stored honey, including Peretto's entire stock.
Despite the setback, Peretto remains optimistic. "The fire definitely affected my mentor a lot more than it affected me," he said. "I lost almost all of my honey stock, but it's been interesting. Luckily, I have my own hive, so I get to replenish my honey supply." The bees themselves emerged unscathed, allowing for continued production.
The community has responded generously. "The support here has been amazing," Tara Peretto noted. Efforts include buying his honey and raising funds to replace jars, equipment, and other needs. Peretto plans to launch a sponsor-a-hive program soon and double his hives to stabilize supply for the upcoming season.
Rebuilding offers a chance to redesign the facility specifically for beekeeping. Peretto finds solace in his work with the insects. "When people think of bees, they often think of bee stings," he explained. "One of my favorite things about them is the way they dance and communicate. It's very relaxing working with them... There are a lot of healing factors that come from spending time with bees."
Tara Peretto expressed hope for the future: "We're pretty hopeful that he'll be able to reach those goals and just keep on moving forward."