The Journey of Romanian Honey from the Hive to the Consumer

Popescu Marian Valentin (), Butu Alina (), Dimitriu Anton Theodor (), Popa Ramona Ovidia () and Giuca Andreea
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Popescu Marian Valentin: Technical University of Civil Engineering Bucharest
Butu Alina: National Institute of Research and Development for Biological Sciences, Bucharest, Romania
Dimitriu Anton Theodor: PhD Student, Bucharest University of Economic Studies
Popa Ramona Ovidia: PhD Student, Bucharest University of Economic Studies
Giuca Andreea: Institute of Research for Agriculture Economy and Rural Developments, Bucharest

Proceedings of the International Conference on Business Excellence, 2025, vol. 19, issue 1, 1362-1373

Abstract: Beekeeping is one of the oldest traditional activities in Romanian agriculture. This sector plays an essential role in biodiversity by maintaining plant species and increasing crop production. In recent years, honey production has increased and demand on the domestic and foreign markets has intensified. The study aims to analyze the beekeeping sector in Romania, which are the most frequently used promotion methods by honey producers in Romania, to what extent they are effective in increasing the visibility of Romanian beekeeping products on the market and overview the state support for keeping sector. This analysis was carried out by launching a questionnaire comprising a set of 20 questions aimed at beekeepers in Romania. The results of the research show that the most effective methods of promoting honey are online and marketing through recommendations. The results are relevant for establishing the marketing strategies used by beekeepers in their efforts to sell products on domestic and foreign markets

Keywords: beekeeping; honey; strategic plan; organic farming; marketing (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:poicbe:v:19:y:2025:i:1:p:1362-1373:n:1014

DOI: 10.2478/picbe-2025-0107

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