Video: Mielizia, exports and turnover grow and a new pay-off arrives

Italian honey is going through a difficult period. After a year of heat and drought, in 2025 production came to a halt at around 31.000 tonnes, while imports exceeded 26.000, up 18%.

The shelf has also felt the impact: according to NielsenIQ, the market is worth over 157 million euros and loses 0,8% in value. In this scenario, Conapi, Europe's largest beekeeping cooperative, with more than 600 beekeepers, is holding firm and growing. The general manager, Nicoletta Maffini, explains: the latest accounts close with turnover of 24,5 million euros, members' deliveries are estimated at over 2.000 tonnes and Mielizia records +2,8% in value. Formats designed for today's consumption, such as Sportpocket, are performing well, and exports are growing by 20% in France and Japan, with Canada and South Korea opening up.

Maffini then turns to the rules. The Breakfast directive, which since June has required the origin to be shown on the label together with the percentages, is a step forward for which Conapi says it is grateful, but it is not yet enough: ideally, the origin would be indicated in its entirety. For this reason, the cooperative hopes for the rapid entry into force of the regulations for «Certified Quality Honey», whose European examination concludes on 14 October.

Italian honey, Maffini recalls, is recognised abroad as an outstanding product, but in large-scale retail it has not yet been given recognition commensurate with its value. Meanwhile, Mielizia is renewing itself: its new pay-off «From the flower to you» is being launched, with a campaign featuring two beekeeper members, Irene and Giovanni.

For the marketing manager, Laura Betti, it is the brand's signature and the story of the entire supply chain in four words. With its new pay-off, Mielizia has chosen a more direct language to warm up the brand: it wants to be a companion in life, a companion through the different moments of the day, even closer to those who choose it. And the faces, Betti explains, have always been those of the members, because the people who produce the honey are the most credible proof of what the brand promises.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.