**2. Honey production and market in Romania**

The climatic and melliferous conditions are favourable for apiculture in Romania. Productions as high as 25,000 tonnes have been obtained in certain years, as the Food and Agriculture Organization Corporate Statistical database (FAOSTAT) signals [1]. The three major vegetation zones are the alpine, forest, and steppe [2]. Forests cover 29% of the country surface, with 218,500 ha of virgin forests. More than 69% are deciduous, oaks being present as *Quercus* species (*Q. robur, Q. petraea, Q. pendiculiflora, Q. cerries, Q. frainetto*), accompanied by *Betula pendula, Fagus sylvatica, Larix, Carpinus*, and *Fraxinus. Robinia pseudoacacia* occupies 120,000 ha, being found mainly in forest and plain areas; it also appears sporadically up to 400 m altitude. *Tilia* occupies around 54,100 ha in the forested area, the most massive culture of linden being located in Moldavia [3]. Coniferous trees in mountains areas cover almost 31.5% of the forest. The main species present in these realms are *Picea abies, Pinus cembra*, and *Pinus sylvestris*. In the main six Romanian regions the following species are also present: *Amyldalus nana, Atemisia santonica, Chamaecytisus ratisbonensis, Ruscus aculeantus, Paeonia peregrine, Syringa josikaea*, and *Tamus communis*. Dobrogea region is rather different, characterized by vegetation elements common to the Danube Delta, including *Carpinus orientalis, Frazinus pallisae, Populus alba, Q. pedunculiflora, Tilia tomentosa*, and *Vitis silvestris*. Thorny bushes of *Berberis vulgaris, Christi, Crataegus monogyna*, and *Paliurus spina* are very much encountered.

More than 60% of land in Romania is used for agriculture. One-third sustains permanent pastures, the rest is tillable. More than 50% of the arable land is planted with grains (wheat, oat, barley, and maize). Oilseeds occupy around 10%, mainly *Brassica napus* and *Helianthus annuus*. There are also other crops, such as soy, vegetables (potatoes, tomatoes, cucumber, onion, cabbage, carrot, pepper, and melons), sugar beet, rice, and vineyards. This is why the most common types are acacia, linden, raspberry, sunflower, mint, honeydew, chestnut, heather, or polyfloral honey.

Data on honey production in Europe is presently available from Food and Agriculture Organization Corporate Database, FAOSTAT, from 1961 until 2013; information on the European honey production is collected in **Figure 1**. In 1976, the production exceeded for the first time 100,000 tonnes, while in 2002, the 200,000 tonnes milestone has been reached. Production evolution has been constantly influenced by climatic conditions, agricultural practices, and honey-harvesting procedures. Their effects are visible in the production dynamic since 1961. According to the FAO data, the European production represented between 10 and 15% of the world production (**Figure 2**).

Romania is present in the international production statistics since 1961, contributing from 6.6 (in 1961) to 13.5% (1977) to the European production (**Figure 3**). Some of the political events are reflected by these numbers, such as the average 11% contribution in the 1977–1987 decade, when reported production raised as high as 14,000 tonnes. This period corresponded to the political decision to pay the national debts by intensive production of high value foods. The system confusion in the 1990 has induced a dramatic decrease of production to less than 10,000 tonnes, despite the tradition and relatively good climatic conditions. Afterwards, production has increased constantly to return to the previous levels and even exceed it, in 2003.

**Figure 1.** Honey production in Europe (source FAOSTAT).

**2. Honey production and market in Romania**

The climatic and melliferous conditions are favourable for apiculture in Romania. Productions as high as 25,000 tonnes have been obtained in certain years, as the Food and Agriculture Organization Corporate Statistical database (FAOSTAT) signals [1]. The three major vegetation zones are the alpine, forest, and steppe [2]. Forests cover 29% of the country surface, with 218,500 ha of virgin forests. More than 69% are deciduous, oaks being present as *Quercus* species (*Q. robur, Q. petraea, Q. pendiculiflora, Q. cerries, Q. frainetto*), accompanied by *Betula pendula, Fagus sylvatica, Larix, Carpinus*, and *Fraxinus. Robinia pseudoacacia* occupies 120,000 ha, being found mainly in forest and plain areas; it also appears sporadically up to 400 m altitude. *Tilia* occupies around 54,100 ha in the forested area, the most massive culture of linden being located in Moldavia [3]. Coniferous trees in mountains areas cover almost 31.5% of the forest. The main species present in these realms are *Picea abies, Pinus cembra*, and *Pinus sylvestris*. In the main six Romanian regions the following species are also present: *Amyldalus nana, Atemisia santonica, Chamaecytisus ratisbonensis, Ruscus aculeantus, Paeonia peregrine, Syringa josikaea*, and *Tamus communis*. Dobrogea region is rather different, characterized by vegetation elements common to the Danube Delta, including *Carpinus orientalis, Frazinus pallisae, Populus alba, Q. pedunculiflora, Tilia tomentosa*, and *Vitis silvestris*. Thorny bushes of *Berberis vulgaris,* 

*Christi, Crataegus monogyna*, and *Paliurus spina* are very much encountered.

or polyfloral honey.

28 Honey Analysis

15% of the world production (**Figure 2**).

More than 60% of land in Romania is used for agriculture. One-third sustains permanent pastures, the rest is tillable. More than 50% of the arable land is planted with grains (wheat, oat, barley, and maize). Oilseeds occupy around 10%, mainly *Brassica napus* and *Helianthus annuus*. There are also other crops, such as soy, vegetables (potatoes, tomatoes, cucumber, onion, cabbage, carrot, pepper, and melons), sugar beet, rice, and vineyards. This is why the most common types are acacia, linden, raspberry, sunflower, mint, honeydew, chestnut, heather,

Data on honey production in Europe is presently available from Food and Agriculture Organization Corporate Database, FAOSTAT, from 1961 until 2013; information on the European honey production is collected in **Figure 1**. In 1976, the production exceeded for the first time 100,000 tonnes, while in 2002, the 200,000 tonnes milestone has been reached. Production evolution has been constantly influenced by climatic conditions, agricultural practices, and honey-harvesting procedures. Their effects are visible in the production dynamic since 1961. According to the FAO data, the European production represented between 10 and

Romania is present in the international production statistics since 1961, contributing from 6.6 (in 1961) to 13.5% (1977) to the European production (**Figure 3**). Some of the political events are reflected by these numbers, such as the average 11% contribution in the 1977–1987 decade, when reported production raised as high as 14,000 tonnes. This period corresponded to the political decision to pay the national debts by intensive production of high value foods. The system confusion in the 1990 has induced a dramatic decrease of production to less than 10,000 tonnes, despite the tradition and relatively good climatic conditions. Afterwards, production has increased constantly to return to the previous levels and even exceed it, in 2003.

**Figure 2.** Honey production in the 1961–2013 interval (source FAOSTAT).

**Figure 3.** Honey production in Romania (data source FAOSTAT + MADR [4]).

The positive trend continued in the following years, and in 2013, honey production overcame a level never reported before, of 26,000 tonnes. Since then, there has been another fall below 20,000 tonnes, connected to the decrease in the honeybee colonies and pesticide-induced diseases. Such a trend has been reported for all other honey-producing countries.

A quick look to the main types produced since 2006 to the date (**Figure 4**) shows that the dominant polyfloral honey has varied from 30.5% (2012) to 87.5% (2006).

2012 has been an exceptional year, the sunflower honey representing 46.4% of the production, thus exceeding the polyfloral. These variations are tightly connected to the climatic conditions and the vegetative cycles of the plants on which honeybees fed. Exceptional years for acacia honey have been 2009, 2011, and 2013, when its share in the total production exceeded 21%. Along time, this has been one of the most appreciated assortments by the European consumers.

Since 2012, the EUROSTAT database provides data concerning the actors involved in organic honey production in the European Union (EU) (**Figure 5**). The newcomers in the Union, Romania and Bulgaria, are, along with Italy and Spain, significant suppliers of organic honey. Intensive use of pesticides in developed European countries has led to the premature death of hundreds of thousands beehives, thus leading to a decline of production.

Even if European Union represents the largest global producer of honey, it is not self-sufficient and approximately 40% of Europe's consumption is covered with imports from other regions (**Figure 6**). Only Romania, Hungary, and Spain can manage a self-supply rate of 100% [5]. China and Argentina have been on the key suppliers list for a long time, together with Mexico and Thailand. China is particularly known as Europe's main supplier of low-priced honey for industrial use and blends targeted at the mainstream market. The history of quality issues has worsened the position of Chinese honey in the global honey market, making the European Union more cautious about buying Chinese honey. As for Argentina, until a decade ago it

**Figure 4.** Romanian honey production by type (source MADR).

The positive trend continued in the following years, and in 2013, honey production overcame a level never reported before, of 26,000 tonnes. Since then, there has been another fall below 20,000 tonnes, connected to the decrease in the honeybee colonies and pesticide-induced dis-

A quick look to the main types produced since 2006 to the date (**Figure 4**) shows that the

2012 has been an exceptional year, the sunflower honey representing 46.4% of the production, thus exceeding the polyfloral. These variations are tightly connected to the climatic conditions and the vegetative cycles of the plants on which honeybees fed. Exceptional years for acacia honey have been 2009, 2011, and 2013, when its share in the total production exceeded 21%. Along time, this has been one of the most appreciated assortments by the European consumers. Since 2012, the EUROSTAT database provides data concerning the actors involved in organic honey production in the European Union (EU) (**Figure 5**). The newcomers in the Union, Romania and Bulgaria, are, along with Italy and Spain, significant suppliers of organic honey. Intensive use of pesticides in developed European countries has led to the premature death of

Even if European Union represents the largest global producer of honey, it is not self-sufficient and approximately 40% of Europe's consumption is covered with imports from other regions (**Figure 6**). Only Romania, Hungary, and Spain can manage a self-supply rate of 100% [5]. China and Argentina have been on the key suppliers list for a long time, together with Mexico and Thailand. China is particularly known as Europe's main supplier of low-priced honey for industrial use and blends targeted at the mainstream market. The history of quality issues has worsened the position of Chinese honey in the global honey market, making the European Union more cautious about buying Chinese honey. As for Argentina, until a decade ago it

eases. Such a trend has been reported for all other honey-producing countries.

dominant polyfloral honey has varied from 30.5% (2012) to 87.5% (2006).

**Figure 3.** Honey production in Romania (data source FAOSTAT + MADR [4]).

30 Honey Analysis

hundreds of thousands beehives, thus leading to a decline of production.

was Europe's main honey supplier. Argentinean honey supplies have been affected lately by heavy loss of colonies and specialized forage. Furthermore, the European Union ruling in 2011 connected to detailed labelling and proofing that the pollen contained did not come from genetically modified crops increased the difficulties for Argentinean honey imports.

Starting with 2010, there has been a systematic increase of several percentages in the European Union honey exports. Main destinations are mature European markets in Germany, Italy, Poland, and United Kingdom, as well as some Eastern European countries. Hungary has contributed with 46% annual increase, Bulgaria with 29%, and Romania with a 26%.

The structure of trade in Romania has changed over time (**Figure 7**). A total of 298 tonnes of imported honey were reported in 1992, for the first time since the creation of FAO. A four times larger amount has been exported in the same year, the ratio undergoing continuous changes. 1996 stands out with a three orders of magnitude larger export of 6245 tonnes, compared with only 2 tonnes import. In the next decade, a significant increase in the import has been registered, to a maximum of 740 tonnes in 2002. This ratio between the yearly exported and imported amounts has never been achieved since, the export still exceeding the import. But in the last 5 years, imported amounts have increased steadily, so that in 2013, they reached 2967 tonnes, while exports were only 4.3 times higher.

**Figure 5.** Main actors in the organic honey production in European Union (source EUROSTAT).

Since 1990, the Romanian consumer has been exposed to an increasing penetration of supermarkets and advertising, while undergoing repeated swings in the socio-economic status [6]. Less than 15% of the population has enjoyed a real increase in income, while more than 20% has experienced severe falls. As a consequence, there are large segments of price-conscious consumers and developing clusters of high-income earners. Patterns of food consumption in East European countries signalled a fall as regards animal products consumption in the

**Figure 6.** Honey trade in Europe (data source FAOSTAT).

**Figure 7.** Romanian honey sector between 1993 and 2013 (data source FAOSTAT).

Since 1990, the Romanian consumer has been exposed to an increasing penetration of supermarkets and advertising, while undergoing repeated swings in the socio-economic status [6]. Less than 15% of the population has enjoyed a real increase in income, while more than 20% has experienced severe falls. As a consequence, there are large segments of price-conscious consumers and developing clusters of high-income earners. Patterns of food consumption in East European countries signalled a fall as regards animal products consumption in the

**Figure 5.** Main actors in the organic honey production in European Union (source EUROSTAT).

32 Honey Analysis

**Figure 6.** Honey trade in Europe (data source FAOSTAT).

last 25 years and identified economic factors as the driving force responsible. Premium food products consumption has been neglected, so no information about honey in the area can be found before 2006. Arvanitoyannis and Krystallis [6] paid attention to the behaviour of the Romanian consumer as regards honey, a premium product with special dietary and health properties. They have investigated purchasing and consumption channels, preferences during the acquisition process, awareness regarding 'organic food', and sketched respondents' profiles. A total of 220 respondents filled in a questionnaire regarding frequency, expenditure, and place of food purchase, mode of honey purchase and consumption, quality criteria, awareness and stated willingness to pay for organic honey and overall reasons for honey preferences and/or non-preferences. Answers revealed that in spite of changes in the eating habits (brought along by the changes in the retail commerce), honey is still a product purchased in bulk from individual beekeepers or in open markets. Motivation for purchasing laid in the dietary quality, medical benefits of regular consumption, suitability with the food consumption lifestyle, and ethical character of the product. Based on the consumer motivation to purchase, there is a 'common honey consumer', who uses honey regularly, a 'younger consumer indifferent towards honey', and an 'enthusiastic honey consumer', who values its therapeutic properties and is willing to pay the premium prices of the organic produce. The 'common honey consumer' is very keen on the price, while the 'enthusiastic honey consumer' is extremely attentive to the quality. Romanian consumers pay generally very low attention to the labels; content, aroma, colour, thickness, and taste represent the quality identifiers rather than warranties, such as brand name or country of origin sign (even when the product is sold in bulk). The scepticism of the Romanian consumers in connection with warranties and labels is probably linked to the long-time history of foodstuff forgery, starting with the 1980s.

Interviewing a focus group consisting of 2023 subjects from 18 cultural areas, living in three types of rural communities and four types of urban settlements in 2007 and 2010, Pocol and Tesalios [7] have reported that 11% of the adult population does not consume honey, while 35% of the population consumes less than 750 g/year. An average consumption between 750 and 2000 g/year is acknowledged by 20%, and only 20% consume more than 2000 g/year. A correlation between age and consumption has been identified, stating that subjects in the 46–60 years category consume average and large amounts; this age range is negligible in the non-consumers category. Median age subjects (32–45) reported a normal consumption, while people below 30 consume reduced amounts of honey. These signal that status and economic determinants play an important part in honey consumption in Romania. Unfortunately, no linear dependency could be found between the amount of honey purchased and consumed and the economic and status variables, higher consumption being associated with mediumhigh status and income. As for cultural, demographic, and environmental variables, only age, cultural area, and nationality discriminate between categories. The authors conclude that honey in Romania is not part of the general dietary habits, being associated with a medium to high welfare.
