We firmly hold the view that consumers, when selecting honey, seek a product that is pure, untainted, and preserves the inherent goodness derived from flowers and bees. This perspective is widely shared, emphasizing the importance of informed choices for European honey consumers to support European beekeepers in their sales efforts.

Regrettably, the reality within the EU falls far short of these common aspirations! Our association was established to rectify this situation for the benefit of European honey consumers, beekeepers, and, by extension, the well-being of bees and the European environment.

Presently, the European market is inundated with honey that is often adulterated with fake substitutes. These counterfeit honey products originate from China, Southeast Asia, India, and Turkey, and their prevalence is on a steep rise. For instance, imports of so-called “honey” from China alone witnessed an alarming 80% increase in 2021-22. The falsification of honey origins has reached to, with a significant portion of adulterated honey arriving at EU packers with a forged EU origin. It Even major European brands are not immune to this issue.

The sustainability of honey bees on our continent is heavily reliant on the dedication of beekeepers who invest substantial efforts and resources in rehabilitating their bee colonies affected by various challenges. One particularly grave challenge is the impact of fake honey, which has contributed to a decline in markets for genuine European honey.

To address these pressing issues, a collaborative initiative was launched on November 21, 2019, by beekeepers, environmentalists, and individuals from 10 EU countries, resulting in the formation of the Association for European Bees (AEB). As part of this initiative, a new control system was put in place, giving rise to the quality mark “Eubee Original.” This mark serves as a guarantee to consumers that honey bearing it is authentic, natural, and sourced directly from EU beekeepers.