On July 9th 2024, a meeting was held with representatives of the cluster Beekeeping in the North of Minas to define the positioning strategy for aroeira honey produced in the region. .

The meeting took place at the SEBRAE headquarters in Montes Claros and was attended by beekeepers, the board of directors of the Cooperative of Beekeepers and Family Farmers of the North of Minas (COOPEMAPI), SEBRAE, the São Francisco Valley Development Company (CODEVASF) and the State University of Montes Claros (UNIMONTES). 

During the meeting, the director of Cluster Consulting, Carlos Tarrasón, presented a detailed diagnosis of the cluster situation, including studies on national and international markets, and shared the lessons learned during the reference trip to Germany, Switzerland and France. 

Studies have clearly demonstrated that mastic honey is a special and functional product with a promising market. The honey produced in the territory is unique and generates positive economic, social and environmental impacts. In 2022, aroeira honey received the Denomination of Origin certification from INPI, a geographical indication that identifies products recognized for specific qualities or characteristics, attributed exclusively or essentially to their place of origin, encompassing natural factors (such as climate and soil) and humans (such as production techniques and tradition). In the case of aroeira honey from the North of Minas, its distinguishing element, in addition to its unique quality and origin, is the high concentration of phenolic compounds that are good for health, and which have been studied for more than ten years. 

The proposed strategy is to position honey from the North of Minas in the most sophisticated markets, which value and are willing to pay an additional price for the exclusive characteristics of this product. However, it is essential that the beekeeping cluster from North of Minas continues to work in areas of improvement, such as governance, continuous improvement of quality throughout the chain and the development of effective communication and promotion strategies to highlight the unique characteristics of aroeira honey. These actions will be essential to consolidate the presence of aroeira honey in the market and ensure its recognition and appreciation at national and international level. See project here.