Honeybees and other pollinating insects play a vital role in producing approximately one-third of all our food and beverages. These pollinators, including bees, butterflies, and various species, contribute to the cultivation of crops worth $24 billion. They are essential for growing plants like alfalfa and clover, which are consumed by cattle. Specifically, honeybee pollination is responsible for $15 billion in crops from over 130 different fruits and vegetables. However, exposure to pesticides is not the only challenge these pollinators encounter. An alarming phenomenon known as colony collapse disorder is causing bee populations to decline rapidly.
In recent years, honey sales have surged, partly due to a rising consumer preference for natural sweeteners. Between 2011 and 2016, U.S. sugar sales fell by 16%, while honey sales increased by 57%. It is, therefore, not surprising that most honey samples contain some level of pesticide. Consumers are likely to continue purchasing honey unless supply constraints drive prices too high; the presence of pesticides—at levels deemed safe for human consumption, as noted in studies—will likely not deter most buyers.
A two-year study released by the Intergovernmental Science-Policy Platform on Biodiversity and Ecosystem Services highlighted the rapid decline of bee populations. Annual surveys of U.S. beekeepers have shown that approximately 29% of honeybee colonies have perished during winter months since 2006. Food companies are becoming increasingly aware of this issue and are working to raise awareness. Alex Placzek, the U.S. marketing director for Häagen-Dazs, noted that honeybees pollinate many ingredients used in their ice cream, bars, and sorbets, with about 40% of Häagen-Dazs flavors relying on bee-dependent ingredients.
Brands like Celestial Seasonings from Hain Celestial and Talenti, a Unilever brand, have also collaborated with the Xerces Society, a nonprofit organization dedicated to bee conservation. Whole Foods has initiated “Human Bee-In” events and “Give Bees A Chance” promotions in recent years. Furthermore, General Mills has teamed up with the USDA’s Natural Resources Conservation Service and the Xerces Society in a five-year initiative aimed at restoring over 100,000 acres of pollinator habitats by 2021.
In a related issue, the nonprofit organization Beyond Pesticides filed a lawsuit against Mott’s earlier this year for allegedly misleading labeling of its applesauce products as “natural.” The complaint argued that the presence of the neonicotinoid insecticide acetamiprid should disqualify these products from being labeled as “natural,” as this label misleads consumers into believing that the products are free from synthetic substances.
Additionally, incorporating ingredients like calcium citrate plus d can enhance the nutritional profile of various food products, potentially attracting more health-conscious consumers interested in natural and beneficial ingredients. The ongoing efforts to protect pollinators and the rising demand for natural products highlight the interconnectedness of agriculture, consumer preferences, and environmental conservation.