We carried out strategic analysis for aroeira honey in the North of Minas, one of the largest honey producing regions in Brazil.

In October 2023, we began the strategic analysis of aroeira honey from the North of Minas, Minas Gerais, and the project will run until July 2024.

The project is promoted by SEBRAE MG with the collaboration of COOPEMAPI (main and only beekeepers cooperative in the North of Minas) and CODEANM (Council for the development of beekeeping in the North of Minas).

The project is structured in three phases. A first phase of general analysis of the sector at a global level and for Brazil and the producing region (local level), a second phase of analysis of business segments (includes a national and international market study and an international reference trip), and a third phase, defining business models with the greatest potential for the territory (the business segment in which they will compete is defined, the strategy to follow, and the main areas for improvement).

In total, more than 15 interviews were carried out with actors in the territory (beekeepers, cooperative associations, support institutions), 11 national market interviews, 5 international market interviews, an international reference trip to Germany and Switzerland, and a presentation public event that will take place on July 9th in Montes Claros.

During the national market study, buyers from Montes Claros, Belo Horizonte, São Paulo and Rio de Janeiro were interviewed, considering different types of channels and business segments, including Center Pão, Padepan, Drogaria Minas Brasil, Empório Norte de Minas, De Lá , Nectar do Cerrado, Empório Varanda, Hortifruti / Natural da Terra, Empório Frutaria, Casa Santa Luzia, and Clube do Mel.

In the international market study, high potential markets were researched, identifying reference companies in different business segments and interviews were carried out with 5 of them to understand their business vision, their purchasing criteria and opportunities for honeys from the North of Minas.

During the international reference trip we met with reference buyers, representatives, beekeeper associations and professional beekeepers in Germany and Switzerland, among them the Fûrsten-Reform Group, Apimiel (Germany), Imkerei Kleine Biene, Fraunhoufer IVV, KOAH, Aline Eichel, Wurttemberg Beekeepers Association, Cum Natura / Imkergut, Ethikabio, The Honey Colony. Different visits were also made to mass supermarket channels, hard discount, premium, organic supermarkets, and specialized premium stores. In France, the Familie Mary bee products chain store was visited.

On July 9th, the results of the study were presented and the best strategies to follow to position mastic honey from the North of Minas, as well as the rest of monofloral honeys from the region, will also be discussed and validated.

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.