Honey production in Italy: quality, sustainability, and innovation strategies of companies in the Abruzzo region.

In Italy, the beekeeping sector is extremely diversified and heterogeneous due to the production conditions, the seasonal production yield influenced by the weather, and the small economic dimension of the operators. The aim of the study is to explore the attention of small Italian honey production companies to the quality of the product, their relationship with markets and consumers, highlighting the main difficulties encountered, the innovations introduced and the predisposition to preserve the environment. The research method adopted is a mixed method in which qualitative and quantitative data are included. The qualitative data derives from the analysis of a multiple case study, developed by interviewing the owners of 6 Abruzzo honey production companies. Respondents were also asked to fill out a small questionnaire, to quantitatively assess some aspects detailed during the interview. The study shows that the interviewed companies are micro-sized and family-run and their target market is purely local and regional. They are oriented towards lower and qualitatively higher production with a higher price, covering a niche segment of the market. Companies are open to innovation and they have had to manage significant changes in the sector over the years. Attention to environmental issues is a fundamental aspect.