Catalonia has launched a new brand designed to champion local honey and bring greater transparency to the sector. Presented this March in El Perelló, the initiative aims to provide consumers with a clear guarantee of origin and quality for one of the region’s most cherished natural products.

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The local beekeeping sector, in collaboration with the Ajuntament del Perelló (El Perelló Town Council), developed the new seal, ‘Mel d’Apicultores i Apicultors de Catalunya’ (Honey from Beekeepers of Catalonia). Its primary goal is to distinguish honey produced entirely within Catalonia from imported or blended products, which often dominate supermarket shelves. Diari Catalunya first reported this move.

A Seal of Quality and Proximity

For consumers, the new label serves as a straightforward guarantee. Any jar bearing the ‘Mel d’Apicultors de Catalunya’ seal certifies 100% local, high-quality, fresh honey, produced by professional beekeepers registered and operating within the autonomous community. This initiative directly addresses the growing consumer demand for traceable, locally-sourced food, a trend evident in the resurgence of community-focused retail, such as Barcelona’s new Gothic Quarter Farmers Market.

The brand’s creation marks a strategic step for an industry that produces approximately two million kilograms of honey annually. It seeks to protect Catalan honey’s integrity and its producers’ livelihoods, who face stiff competition from cheaper, often less transparently-labelled international products.

El Perelló: The Heart of Honey Country

Choosing El Perelló, a municipality in Tarragona’s Baix Ebre comarca, for the brand’s launch was no coincidence. The town is widely regarded as Catalonia’s honey capital, boasting a deep-rooted history in apiculture. Its location provides a rich and diverse environment for bees, yielding a variety of high-quality honeys, including rosemary, orange blossom, and mountain varieties.

By spearheading this initiative, El Perelló Town Council and local beekeepers are reinforcing the town’s identity and taking a leading role in safeguarding a vital part of Catalonia’s agricultural heritage. This proactive approach to protecting a unique local product draws parallels with efforts to combat illicit activities in other sectors, such as the region’s recent crackdown on an illegal ‘green gold’ smuggling ring.

Regional Support for a Vital Sector

The project aligns with broader governmental efforts to bolster local agriculture. The Government of the Catalan Generalitat has recognised the beekeeping sector’s importance, not only for its economic contribution but also for its crucial role in pollination and maintaining biodiversity.

The Department of Agriculture’s action plan includes support for creating collective brands like this one, alongside direct aid for beekeepers. This institutional backing, combined with the efforts of organisations like the Associació d’Apicultores i Apicultors de Catalunya (AAAC), provides a solid foundation for the new brand’s success.

As ‘Mel d’Apicultors de Catalunya’ begins to appear on shelves, it represents more than just a jar of honey. It symbolises a collective effort to preserve a traditional craft, support local economies, and empower consumers to make informed choices about the food they buy.

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