Knowing in Order to Value: Strategies To Publicize Beekeeping Activities in the Jequitinhonha River Valley

• DOI: 10.24857/rgsa.v19n4-056
• Publication Date: 2025-04-10T21:09:15Z
• Authors: Mariana Moreira Dias; Wagner Silva dos ...; Sandroley Rodrigu...; Renata Gabriela C...; Hércules Otacílio...; Aureliane Apareci...; Paula Calaça; Eliane Macedo Sob...

Objective: This research aims to discuss strategies for publicizing beekeeping activities in the Jequitinhonha Valley, as a way of giving visibility to the products of this production chain.

Theoretical Framework: It is important to encourage and support producers in adopting strategies for visualizing, differentiating and protecting their products and/or services. In this sense, the geographical indication (GI) can be perceived as a quality attribute. In order to obtain the GI, it is necessary to think about visibility strategies and demonstrate the peculiarities of the product or service.

Method: In the action “Doce Escola” (Sweet School), characterized by action research, a strategy of collaboration and learning was carried out by carrying out an intervention in the school environment, with the aim of presenting and disseminating meliponiculture in schools in the region. In the “Notoriety Dossier” action, the type of research was bibliographic and documentary. Searches were carried out in the Google Scholar and Google databases to identify studies and news about beekeeping activities in the Jequitinhonha Valley in the academic and informative literature.

Results and Discussion: Through non-formal education, it was possible to help disseminate the practice of meliponiculture in schools, collaborating with the training of students and, above all, with the dissemination of information about beekeeping activities in the Jequitinhonha Valley. In the literature consulted, 133 productions were found involving beekeeping activities in the Jequitinhonha Valley, 79% of which were of a technical-scientific nature and the remainder of a journalistic nature.

Research implications: The study could have a direct and indirect impact on the entire production chain of beekeeping activities in the Jequitinhonha Valley, as it provides a theoretical basis for a possible application for a GI by producers in the region.

Originality/Value: This study contributes to the literature by compiling information on beekeeping activities in the Jequitinhonha Valley. The relevance and value of this research is evidenced by the fact that it contributes to the process of strengthening local productive arrangements.