Barrancabermeja develops marketing strategy for apiculture products

A new marketing strategy has been formulated for apiculture products in the Barrancabermeja district of Santander, Colombia. Developed in coordination with the local Directorate of Rural Development, Agriculture, and Fisheries, the initiative aims to strengthen producer capabilities and improve product positioning in local and regional markets.

Research into the sector identified several challenges, including low levels of technical expertise, sanitary informality, weak producer associations, and a heavy reliance on intermediaries. The proposed strategy focuses on creating differential value through territorial identity, quality, traceability, and sustainability. It also includes diversifying commercial channels through digital and regional platforms and establishing a technical-commercial support scheme to improve competitiveness and market access.