The Journey of Romanian Honey from the Hive to the Consumer

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