One in three foods we consume depends on pollination.
Source: Food and Agriculture Organization of the United Nations.

Ninety percent of commercial hives are mobile: they move from crop to crop, which stresses bees and alters the quality of their honey.
Source: Bee Culture Magazine, FAO reports.

Honey is a mirror of the ecosystem from which it comes.
Source: National Library of Medicine.

Problem
@cartama_col, the main producer of Hass avocados in Colombia, has made sustainability the cornerstone of its value proposition.

One of its actions was to implement a unique practice in the country: installing 4,000 permanent bee hives on its crops to promote natural pollination. This entailed structural challenges such as protecting the surrounding forest, eliminating pesticides, training its workers, and assuming the cost of feeding and caring for them year-round.

This good decision brought with it an unexpected result: a unique, dense, dark, and sweet honey, produced from the nectar of avocado flowers and wild species in the forest.

So the problem wasn’t how to sell it, but how to make the world understand that this honey was not like any other.

Finding
When studying the honey category worldwide, we identified an almost ubiquitous graphic pattern: the use of yellow and black stripes arranged horizontally, evoking the body of the bees. Bees.

But Cartama honey was different in every way: in flavor, color, texture, origin, history, and purpose.

So, this wasn’t just another honey; it was an opportunity to educate, excite, and transform the way we understand this ancient food.