Market Update: A multi-level business ecosystem – PLANBEE and the CCCI’s role – Full Analysis

The “Bee Economy” is not a romantic tale about honey. It is a multi-level business ecosystem that connects biodiversity with agri-food, tourism, gastronomy, wellness and innovation.

As Demetra Palaonda, Director of the Department of European Affairs and Programmes at the Cyrus Chamber of Commerce & Industry (CCCI), explains in her interview with In Business News, the bee is a strategic asset of the agricultural economy and a key productive factor in the food chain, with an economic value that translates into hundreds of billions of euros internationally.

Beyond honey, a broad portfolio of products – propolis, pollen, royal jelly, wax, and even specialised applications such as bee venom – creates new markets with high added value. At the same time, bee tourism, Bee Routes, partnerships with the HORECA sector and the development of strong branding turn nature and local identity into a competitive advantage.

European programs play a catalytic role in this transition. Through the transnational project PLANBEE  co-financed by 89% by Interreg NEXT MED, the CCCI is leading a Mediterranean alliance that strengthens skills, innovation and extroversion, demonstrating that nature protection and economic development are not conflicting goals, but two aspects of the same development strategy.

“The bee is not just a pollinator. It is the link that connects biodiversity to the local economy”

Ms. Palaonda, in recent years we have been hearing the term “Bee Economy” more and more frequently. How would you define it in simple words and why is it gaining particular importance for the Mediterranean today?

The so-called Bee Economy is not just about honey production. It is a comprehensive economic and social model based on the bee as the foundation of biodiversity, agricultural production and local entrepreneurship. It includes sustainable beekeeping, the production of quality products, innovation, differentiation through branding, gastronomy, bee therapy, and bee tourism.

In the Mediterranean, its particularly important. The rich mosaic of flora, aromatic plants and microclimates are directly linked to the pollination and quality of agricultural products. At the same time, the Bee Economy offers a gentle but resilient development path for rural and island regions, where nature, culture and experience can be transformed into a competitive advantage.

From the green transition to practice

How does the Bee Economy fit into the modern European agenda for sustainable development, rural resilience and the green transition?

The European policy for sustainable development and the green transition seeks economic activities that respect ecosystems, strengthen resilience and create added value at local level. The protection of pollinators is a key pillar of this strategy.

This is not a theory. The global economic value of agricultural production that directly depends on pollination is estimated at hundreds of billions of dollars per year. Without bees, food security, food diversity and nutritional quality are threatened. Therefore, sustainable beekeeping is both an environmental necessity and an economic strategy.

“PLANBEE proves that nature protection and economic development are not opposing goals – they are two sides of the same coin”

What is the European PLANBEE project and what role does it play within the framework of the Interreg NEXT MED program?

PLANBEE (Promoting Local Apiary Networks and Bee Entrepreneurial Excellence) is a transnational project co-financed by 89% by the European Interreg NEXT MED program, which aims to transform the “Bee Economy” into a driver of sustainable development for the Mediterranean. It focuses on empowering beekeepers, bee entrepreneurs, local communities and institutional actors, through innovation, collaboration and environmental responsibility.

Building on the valuable experience of the integrated MedBEESinessHubs project, PLANBEE moves from networking to systematic implementation and scaling. The project implements a wide range of free actions, designed to respond to real needs of the market and local ecosystems.

In the field of training and skills upgrading, PLANBEE offers training programs for both new/beginner beekeepers and advanced professionals, utilising mixed reality technologies for more experiential and effective learning. At the same time, trainings in business skills are implemented, covering topics such as business model development, product differentiation and market access.

Particular emphasis is placed on gastronomy and the connection with tourism, through workshops and bee-inspired gastronomy, which bring together beekeepers, the HORECA sector and tourism professionals. The aim is for honey and bee products to be creatively integrated into the local identity and experience of the destination.

Personalised services also play a key role, and will be offered following an Open Call to selected beekeepers. Beneficiaries will receive personalised support from experts and mentors, tailored to the needs of their business — from branding and marketing to growth strategy.

In the field of differentiation and identity, PLANBEE promotes:

•the branding of female entrepreneurs through the MED Queen Bee brand,

•the flora-based approach to honey branding, highlighting the unique flora of each region,

•the use of smart beehives for documentation of quality, sustainability and innovation.

At the same time, the project invests dynamically in apitourism, through:

•the development and upgrading of bee routes,

•the creation of Regional Apitourism Offices, which function as local support hubs,

•and the establishment of a Mediterranean Apitourism Cluster, strengthening transnational cooperation, knowledge exchange and the joint promotion of the Mediterranean as an authentic bee tourism destination.

All the above actions are offered free of charge to the project’s target groups: beekeepers, beekeepers, HORECA businesses, tourism organisations and development agencies, as well as policy makers. In this way, PLANBEE ensures that knowledge, innovation and development opportunities are accessible and barrier-free, strengthening a fair and resilient development model.

Overall, PLANBEE acts as a bridge between nature, entrepreneurship and politics, demonstrating in practice that the Bee Economy can be a strategic tool for sustainable development for the Mediterranean and Europe.

“When the bee thrives, the local community thrives”

What key actions and interventions does PLANBEE provide and how does it differentiate itself or “build” on the experience of previous projects, such as MedBEESinessHubs?

The central focus of PLANBEE is skills upgrading. Young professional beekeepers and entrepreneurs are trained in sustainable practices, with the help of innovative tools such as mixed reality technologies. At the same time, “smart” hives are promoted that allow better monitoring of hives and documentation of their quality and sustainability.

Particular emphasis is placed on differentiation. Honey is not treated as just another agricultural product, but as a carrier of identity of the local flora, place, history and gastronomy. Through branding and storytelling, small businesses gain a stronger position in the market.

The Cyprus Chamber of Commerce & Industry is the lead partner of the project. What is the role of the CCCI and what does this mean for Cyprus, but also for Mediterranean cooperation in general?

The Cyprus Chamber of Commerce & Industry, taking on the role of lead partner, strengthens Cyprus’ position as a hub for transnational cooperation in the Mediterranean. PLANBEE is not just another European project. It is a vibrant platform for the exchange of knowledge, experience and business opportunities, uniting different institutions, countries and societies around a common goal.

The PLANBEE consortium includes chambers from Egypt, Lebanon and Italy, as well as women’s professional NGOs from Jordan and Palestine, while a Cypriot partner with specialised expertise in the agri-food sector also participates. The combination of institutional bodies, grassroots organisations and technical experts creates a strong and multi-level cooperation scheme.

Despite their different geographical, social and economic starting points, all partners are united by the common passion to promote the Bee Economy as a tool for sustainable development, empowerment of local communities and protection of nature, not only at a national or regional level, but pan-European and throughout the Mediterranean.

“PLANBEE shows how cooperation across borders can turn a common environmental challenge into a shared development opportunity”

How is PLANBEE expected to practically impact small and medium-sized enterprises, beekeepers and young or female entrepreneurs operating around bees?

PLANBEE consciously invests in people and local communities. Female entrepreneurs are highlighted through initiatives such as MED Queen Bee, while young people are encouraged to see beekeeping and related activities as a modern career choice, not a relic of the past.

At the local level, the Bee Economy creates additional income, strengthens cooperation between producers, tourism businesses and catering, and cultivates environmental awareness in communities. Bee tourism and Bee Trails transform the place into an experience, giving visitors a reason to get to know the countryside in a new way.

Beyond entrepreneurship, what is the broader social and local impact of the Bee Economy on rural areas and local communities?

The Bee Economy goes beyond the concept of entrepreneurship and acts as a catalyst for social cohesion and local revitalisation, especially in rural and disadvantaged areas. Its value is not measured only in income, but in the way it reconnects communities with nature, production and their local identity.

On a social level, it creates new employment opportunities and additional income, allowing families to remain or return to the countryside. Beekeeping, bee tourism and related activities encourage cooperation between producers, local businesses, catering and tourism, cultivating a spirit of collectivity and shared responsibility.

At the same time, the Bee Economy contributes to the empowerment of women and youth, offering modern, sustainable career opportunities that do not require leaving their place of origin. Communities acquire new skills, digital tools and the confidence to innovate, without being cut off from their traditions.

At a local and environmental level, environmental awareness is strengthened. Residents understand in practice that the protection of biodiversity, flowering plants and ecosystems is directly linked to the quality of life and the future of their region. The bee thus becomes a symbol of balance between humans and the natural environment.

“Without the bee, the food chain doesn’t just become poorer. It becomes more expensive, more unstable and more vulnerable.”

From an economic perspective, why are bees considered so crucial to food production and the food chain? How crucial is their contribution?

From a purely economic perspective, the bee is considered crucial because it is at the core of the agri-food chain. The pollination it provides is not a “side” ecological service. It is a key production factor. A very large percentage of the crops that end up on our daily table—fruits, vegetables, nuts, seeds—depend directly or indirectly on the action of pollinators, with the bee playing a dominant role.

This contribution translates into enormous economic value. At international level, the value of agricultural production based on pollination is estimated at hundreds of billions of euros per year. Without bees, not only does the volume of production decrease, the quality, variety and nutritional value of food deteriorate, while production costs and, ultimately, the cost to the consumer increase.

The importance of bees becomes even more apparent when we look at the big picture: less pollination means vulnerable crops, volatile markets, greater dependence on imports and reduced food security. For countries like Cyprus and the Mediterranean more generally, where agricultural production is closely linked to local varieties and small-scale producers, the loss of this natural service would have disproportionately large economic consequences.

That is why today the bee is treated not only as an element of nature, but as a strategic asset of the agricultural economy. Its protection is not just about the environment. It concerns the stability of the food chain, the resilience of agriculture and the sustainability of entire economies.

“The bee does not only produce honey. It produces knowledge, experiences, well-being and new forms of entrepreneurship based on nature”

Besides honey, what other products or services related to bees can create added value and new sources of income?

Beyond honey, the bee is the basis for a broad and dynamically growing portfolio of products and services, which can create high added value and new sources of income, especially for small agri-food and local businesses.

At the core of this diversification are beehive products, such as propolis, beeswax, pollen and royal jelly. Propolis is widely used in natural food supplements, cosmetics and wellness products, thanks to its antioxidant and antimicrobial properties. Beeswax finds application in traditional crafts, cosmetics, pharmaceuticals and creative crafts, linking primary production with processing and design. Pollen and royal jelly are addressed to specialised wellness and functional nutrition markets, enhancing the diversification of beekeepers’ income.

At the same time, more specialised applications of high added value are emerging, such as bee venom and bee therapy. Bee venom is utilised in research and specialised cosmetology and wellness products, while bee therapy – when applied responsibly, with education and respect for medical protocols – opens up new possibilities in the areas of wellness and alternative experiences, linked to agrotourism. These applications, when integrated into clear safety and regulatory compliance frameworks, can constitute specialised business niches.

Beyond the products, experience services also present particular potential: bee tourism, visitable units, honey tastings, natural product production workshops, as well as collaborations with gastronomy and the HORECA sector. Through Bee Routes, the bee is transformed into a narrative of place and culture, offering comprehensive experiences that strengthen the local economy.

Overall, the Bee Economy creates a multi-layered business ecosystem, where agricultural production, innovation, wellness, tourism and the creative economy complement each other. It is not just about more products, but more paths to sustainable development, with a strong local and environmental footprint.

“Bee protection is not only environmental sensitivity, it is a strategic choice for fair trade, resilient agricultural production and a sustainable European economy”

Finally, given the pressures on the bee population from climate change and human activity, what protection measures do you consider crucial for the Bee Economy to remain sustainable in the future?

The sustainability of the Bee Economy directly depends on our ability to protect pollinators themselves in an environment that is rapidly changing due to climate change, biodiversity loss and increasing pressure from human activity. For this model to remain vibrant and resilient into the future, a combination of environmental, productive, social and institutional interventions, working in complementarity, is required.

First, protecting and restoring natural habitats is critical. Enhancing flowering plants, maintaining crop diversity, and creating pollinator-friendly landscapes provide bees with stable food sources year-round. Without this ecological foundation, no beekeeping or agri-food activity can be sustainable in the long term.

At the same time, a transition to sustainable agricultural and beekeeping practices is required. The rational use of pesticides, systematic training of producers and adaptation to new climatic conditions are crucial, especially at a time when European producers are called upon to compete with products entering the market under international trade agreements, such as Mercosur. The relevant European discussions have highlighted the need for the same rules, the same requirements and the same environmental commitments, so that competition is fair and does not take place at the expense of nature and pollinators.

The use of technology and knowledge also plays a decisive role. “Smart” hives, swarm health monitoring systems and the exchange of data and good practices at a transnational level allow for earlier risk prevention and informed decisions, both for producers and policymakers.

Equally important is the active participation of local communities and the cultivation of environmental awareness. When citizens understand that bee protection is directly linked to food quality, nutritional security and the sustainability of the local economy, protection ceases to be an abstract concept and becomes a collective responsibility.

In this broader context, PLANBEE aspires to play a strategic role in raising awareness and policy dialogue. Among its main objectives are to highlight the potential offered by the Bee Economy and to take the debate to higher levels of policy-making, at national, regional and European levels. At a time when international agreements such as Mercosur are redefining the terms of global competition, PLANBEE contributes to ensuring that the protection of pollinators and the support of rural communities are integrated into the core of development and trade policies.

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(Source: InBusinessNews)