Beekeeper hopes to sweeten Chinese consumers' desire for honey

LJUBLJANA — As the soft spring light scatters across the forest floor beneath the Slovenian Alps, a whisper of wind stirs the leaves to blend with the drowsy hum of bees.

The air carries the sweet smell of blossoms and the faint, golden tang of honey — a natural symphony in perfect harmony. It is a scene of celebration, arriving just in time for World Bee Day on May 20. The date, chosen by the United Nations, honors Anton Jansa, Slovenia's 18th-century apiculture pioneer whose legacy still buzzes through these hills.

In a small apiary nestled among the trees, Erik Luznar stands calmly before his beehives, immersed in the rhythm of nature.

"I never imagined I'd become a beekeeper," he reflects. "But my father was one, and so was my grandfather and great-grandfather. Maybe it was fate."

Luznar originally pursued a career in journalism, but headlines never quite filled the quiet void. Years later, he found his calling in the rhythm of the hive, returning to his roots to embrace the family tradition and dedicating his life to beekeeping.

"Bees are everything to me: my work, my passion, my responsibility. Turning a passion into a profession is a gift," he says.

In Slovenia, where nearly 60 percent of the land is covered by forest, beekeeping is deeply woven into the national identity. With a population just over 2 million, the country is home to around 11,000 beekeepers.

From March to September each year, Luznar follows the bees through blooming meadows, moving hives, monitoring colonies, and collecting nectar. "You need both heart and instinct to keep bees," he says. "It's not just a job; it's a relationship."

Though technology has brought innovation, such as sensors installed in hives that remotely monitor nectar flow, Luznar says human care remains essential. "Every hive needs to be checked by hand every 10 days. No robot can replace that, and maybe there never will be."

For Slovenians, bees are lifelong companions. "When a baby is born, we light a beeswax candle. When someone passes away, we do the same. Bees accompany us through every stage of life," Luznar says, gently scooping golden honey from a tank into glass jars.

This honey, rich in flavor and tradition, is destined for Medex, a heritage Slovenian brand established over 70 years ago. The name combines the Slovenian word "med" for honey, and the English word "export", reflecting the company's mission — to share Slovenia's finest honey with the world.

According to Alesa Mizigoj, CEO and owner of Medex, the company takes quality and sustainability seriously. Each batch of raw material and finished product undergoes rigorous testing. Consumers can trace the honey's origin online from hive to table, which ensures full transparency and builds consumer trust.

"Bees survive through collaboration," Mizigoj says. "They communicate, divide tasks, and adapt constantly. Their model of teamwork is something human society can learn from."

That philosophy drives Medex beyond business. The company supports global beekeeping education and sustainable development programs, establishing training centers in countries across Africa and South Asia.

In November 2024, Mizigoj joined a Slovenian agricultural delegation to China. She hopes to see closer ties between Slovenian honey producers and Chinese consumers.

"We believe Slovenian honey and beekeeping expertise are a perfect match for the Chinese market," she says.