The bioeconomy is based on the use of renewable biological resources for the production of food, energy and other products, aiming at environmental, social and economic sustainability and technological innovation.
Even though the concept is still being debated, the bioeconomy is already part of government plans in several states of the federation. At the heart of the issue is the decree published on June 5, 2024 by the federal government, which establishes the national strategy to stimulate activities considered as bioeconomy (Link).
In the case of bioeconomy, beekeeping stands out for several reasons. Firstly, bees are essential pollinators for agriculture, contributing to biodiversity, the productivity of agricultural crops and the conservation of natural habitats in the biomes where they are located. Pollination carried out by bees increases the quality and quantity of fruits, seeds and vegetables, which is crucial for food security. Thus, beekeeping not only generates honey, but also improves agricultural production in general.
Furthermore, honey production is an activity that can be carried out on small properties, promoting social inclusion and income generation in rural communities. Honey, beeswax, propolis and royal jelly are beekeeping products with high added value that can be sold in local and international markets. This contributes to the diversification of the rural economy and the reduction of dependence on monocultures.
In this text we will present the work developed by Cluster Consulting, in partnership with SEBRAE-MG, together with the Cooperativa dos Apicultores e Agricultores Familiares do Norte de Minas (COOPEMAPI) and CODEANM (Council for the Development of Apiculture in the North of Minas) for the strategic positioning of Aroeira honey in the North of Minas. The project could impact more than 2,000 beekeeping families involved in the activity.
Aroeira honey from Norte de Minas has differences that need to be better explored to add more value to the product. Researchers from the Plant and Ophotherapeutic Resources Service of the Research and Development Directorate (SRVO/DPD) of the Ezequiel Dias Foundation (Funed) carried out a significant study on the typification of aroeira honey from the North of Minas Gerais. This work revealed the unique and therapeutic characteristics of honey, exclusive to the region, highlighting the natural and human factors that make it different.
The research made it possible to register a Geographical Indication (GI), in the Denomination of Origin category, granted by the National Institute of Industrial Property (INPI), which was requested by CODEANM. The process had the support of several institutions, including the São Francisco and Parnaíba Valley Development Company (Codevasf) and the Montes Claros State University (Unimontes).
During the consultancy carried out by Cluster Consulting, it was possible to understand the demands of the national and international honey market and the different market segments. Most of the world's largest honey buyers are looking for commodity honey, that is, in large volumes and at a competitive price. In the international market, Brazil is known for being a large supplier of organic wild honey, which is more valued than conventional wild honey, but is still traded based on price and volume. Honey sold on a large scale is mainly destined for the food industry as an ingredient or is sold in bulk in large supermarket chains.
Although the commercialization of organic honey is positive, given the growth in demand for organic products, there are other possibilities. There are buyers who value the flavor, quality, history and nutritional factors of honey. In these market segments, a kilo of honey can cost up to 3 times the price of organic honey sold as a commodity, generating a much greater impact on the lives of beekeeping families.
However, for this transformation to happen and Aroeira do Norte de Minas honey to be able to access the more sophisticated market, it is important to improve new honey production, handling, storage and distribution techniques that guarantee the best quality of the product. Additionally, marketing actions are also necessary so that consumers recognize their unique characteristics.
Therefore, defining an effective strategy to position the product in the market is crucial to its appreciation. The production of aroeira honey from the North of Minas Gerais, being sustainable and environmentally responsible, valuing the biodiversity of the caatinga and the Minas Gerais cerrado, and generating social and economic impact, strengthens its positioning as a special product of the Brazilian bioeconomy. Know more about the project here. See other bioeconomy projects here.