Purple Hive Project, An initiative by Bega Cheese

The Purple Hive Project by B honey, a product of Bega Cheese is an AI enabled, solar-powered hive capable of detecting the Varroa Destructor.

 

 
B honey, proudly Aussie-owned and sourced by Bega Cheese Limited, is committed to supporting the local honey industry by helping protect honey bees (Apis mellifera) from the significant threat of Varroa Destructor (Varroa mite) arriving in Australia. Varroa destructor is a tiny mite that is crippling honey bee colonies worldwide, which could have a devastating effect on our honey industry and Australian agriculture more broadly.

Australia is the only populated continent globally that the Varroa destructor has not impacted, but its potential arrival in Australia is a real threat. If Varroa destructor were to establish itself here in Australia, it could have a devastating effect on our honey and pollination dependant industries.
 

 
Honey bees play a significant role in pollinating food crops in Australia – some crops are almost entirely reliant on honey bees for pollination. The Varroa mite, which has crippled bee colonies worldwide, is threatening the viability of the Australian beekeeping industry.
It is estimated that the healthy population of honey bees and the pollination services they provide could be reduced by 90-100 percent, with the potential to impact producers of crops such as almonds and apples who rely on the pollination services that bees provide.

It is estimated that one in three mouthfuls of food that Australians consume relies on bee pollination.

The Varroa mite is a tiny mite that attaches itself to honey bees and honey bee brood to the detriment of the honey bee and the colony. The Varroa mite is also known to transmit viruses amongst honey bees which can cause defects to the honey bee.

The Purple Hive Project has been developed to monitor and send real-time alerts to beekeepers and biosecurity if a Varroa mite is detected, allowing them to quarantine the hive and remove the Varroa mite to help protect Australia.

Credits
Client: Bega Foods
Product: B-Honey
Advertising Campaign: Purple Hive Project
Agency: Thinkerbell
Media: Innovation
Country: Australia
Category: Outdoor Innovation