Have you looked around and learned what other honey goes for -- in the supermarket, at farmers' markets -- from other producers? That will give you a baseline for what customers are already willing to pay. Take into consideration their packaging (how plain/fancy; with recipes or not; recyclable or trash when empty) and what kind of honey it is (clover? tupelo? some other flower?).
Then you can look at your costs: time and labor for transporting the hives and processing (your own and anyone you hire to help), packaging, insurance, licenses, etc. Marketing costs -- fees to farmers' markets if you sell through any; advertising, if you will. And the cost of developing the recipes, assuming you do that yourself; if you use published recipes, find out what the fees will be for them.
Put the two sets of numbers together: what can you charge to cover your costs and make a reasonable profit but not scare away customers?Robbing the Bees
by Holley Bishop, available from Jessica's Biscuit
, is a book that came out this past spring, containing both a history of honey and the story of a contemporary producer of tupelo honey. It's a fascinating story altogether, and might have some helpful information. (Disclaimer: I worked on the book before publication, but have no further connection to it now.)