In the following post, I will be looking at beekeeping and how it has been affected by social media with regards to sales and marketing. In the last few hundred years, beekeeping has evolved from family-run bee farms to large scale business. One feels the need to point out that t is also noticeable that as the businesses grew due to increase in demand these still remained a family run business but more time is being dedicated to this due to the realisation of its potential. The industry is no longer seen as a side job done only to continue long-lasting traditions but also as a profitable venture. This has led to standardisation in the process of honey harvesting and production.
The main advantage provided by this change has led to a more consistent product and international recognition of the qualities of local honey and its byproducts. By creating a consistent product the beekeeper is ensuring return customers and standard of practices which are beneficial to all involved. These standard practices can be either government enforced (be it local or international) or industry mandated. Some of these standards include size and measure of honey jars, price regulations, health and safety measures, and detailed labelling of byproducts.
Social media has also affected the local market by creating competition with foreign honey producers which otherwise would not have had access to the Maltese market, this can be seen in the ever constant presence of Manuka honey in Maltese pharmacies and stores. This is due to social media advertising glorifying the benefits of this and other specific types of honey without giving proper context to the conditions under which these benefits can be achieved, this is by no means saying that there are no benefits to these products. While it is true that these products are incredibly beneficial the qualities which give these benefits are also present in Maltese honey.
One particular misconception is that Manuka honey can be used to diminish the effects of asthma and hayfever. The misconception is not the fact that honey is beneficial to this condition but more so that locally Manuka honey is more effective than the local product in this case. Maltese Multiflora honey can be far more beneficial due to having more of the local pollen and natural dust particles which cause these conditions locally and therefore proves to be more likely to reduce the effects asthma and hayfever in Malta.
Going back to the local scenario involving Maltese family run bee farms, one feels the need to also mention that local business is keeping up with both local and international demand. We have seen an increase in tourists coming to the island and specifically seeking out Maltese honey as referred to by friends, family or colleagues. Furthermore, social media is facilitating contact between the local beekeeper and these tourists, creating a long-lasting and memorable connection which may otherwise be impossible.
If you would like to know more about the benefits of honey please find this article on the beneficial effects of honey on human health: Honey as a Complementary Medicine by MG Miguel, MD Antunes, and ML Faleiro
https://journals-sagepub-com.ejournals.um.edu.mt/doi/abs/10.1177/1178633717702869
