Bega launches initiative to save ‘Australia’s hardest workers’, bees

Bega is attempting to protect ‘Australia’s hardest workers’, bees, which are integral to the ecosystem, the food chain, and the production of many of its products.

The brand said bees are Australia’s hardest workers, and need our help. 

Together with agency Thinkerbell, and coinciding with the launch of B Honey, Bega has revealed the Purple Hive Project, releasing AI-enabled, solar powered, hives capable of detecting the deadly Varroa Mites. Australia is currently the only inhabited continent without the parasite.

Every bee that enters the 3D-printed purple hive is scanned for the mites, and if they are detected, the hive can be quarantined.

The mites attach themselves to the bees and sucks their fat stores, slowly killing them. They also transmit viruses amongst honey bees. Without the pollination process, the destruction of bee colonies affects all agricultural sectors, not just the production of honey.

“When we began to develop B Honey, we realised the significant threat facing Australia’s honey industry,” said Adam McNamara, executive general manager at Bega Foods.

“It was clear to us that we needed to invest in technology and innovation to support the future of our honeybees, Australian beekeepers, and in turn, Australian agriculture.”

A look inside the Purple Hives: 

Tom Wenborn, executive creative tinker at Thinkerbell, said a lot of collaboration went into the project.

“It’s been inspiring to help a company like Bega walk-the-talk in terms of their commitment to protecting the goodness of the land. We’ve been lucky enough to help build the B honey brand, and Purple Hive Project from the ground up and glad we’ve together found a meaningful way to help Bega protect the viability of the honey industry in Australia,” Wenborn said.

“Ensuring it was feasible, and getting it made has been a hugely collaborative effort working closely with Xailient, Vimana Tech, and Honest Fox. We’re really proud to see it live and running.”

Margie Reid, CEO of Thinkerbell, added: “We are exceptionally proud of this work and working with Bega Foods though this amazing project has been hugely rewarding for the team. It’s great to work on a purpose-driven idea that not only expresses the brand, but also helps protect the industry for years to come.”

Thinkerbell was appointed to the media and creative accounts for Bega in 2018, eight months after it took over the creative account for Vegemite, which was newly acquired by Bega from Mondelez Foods. The move ended Vegemite’s 74 year relationship with JWT.


Bega Cheese Limited
Adam McNamara – Executive General Manager, Bega Foods
Matt Gray – Head of Marketing, Bega Foods
Keri Morrison – Brand Manager, Bega Foods
Michelle Nguyen – Assistant Brand Manager, Bega Foods
James Coleman – Marketing Manager – Digital & Communications, Bega Foods
Hannah Saliba – Brand Communications & PR Manager, Bega Foods

Cale Berry – Creative Tinker
Nikia Shepherd – Head Thinker
Rosie Burke – Thinker
Adam Ferrier – Chief Thinker
Tarah Miller – PR Thinker
Margie Reid – CEO
Ben Couzens – Chief Creative Tinker
Tom Wenborn – Executive Creative Tinker
Sam Butcher – Insights Thinker
Lee Miglino – Legal Liaison

With the assistance of
Xailient Pty Ltd
Vimana Tech Pty Ltd
Honest Fox Pty Ltd


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