Bega & Thinkerbell Launch Purple Hive Project To Protect Australian Bees

Bega & Thinkerbell Launch Purple Hive Project To Protect Australian Bees
SHARE
THIS



Bega Cheese Limited (Bega) have launched a new honey product, B honey. Created with creative agency Thinkerbell, B honey is focused on the proposition ‘it all starts with a bee’.

Inherent to B honey is a commitment from Bega to support the honey bees. To this end Bega and Thinkerbell have developed and launched the ‘Purple Hive Project’, an innovation designed to try to ensure the viability of the Australian honey industry, not just for B honey, but for all honeybee pollination dependent industries.

The Purple Hive Project is an AI enabled, solar-powered hive capable of detecting the Varroa Destructor (a type of Mite), a small yet devastating parasite that is decimating bee colonies around the world. The Mite is also known to transmit viruses amongst honeybees.

Currently Australia is the only inhabited continent on earth without Varroa Destructor, and monitoring of the Mite is currently a painstakingly manual process.

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

The Purple Hive works by scanning each individual bee that enters the hive. The AI algorithm can tell the difference between a bee carrying the Mite and a bee without. If a Mite is detected, an alert is instantly sent which provides an opportunity to stop the spread of the Mite.

Tom Wenborn, executive creative Tinker at Thinkerbell added: “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. 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 said: “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.”

CREDITS

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

Thinkerbell

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

Lee Miglino – Legal Liaison

With the assistance of

Xailient Pty Ltd

Vimana Tech Pty Ltd

Honest Fox Pty Lt

Please login with linkedin to comment

Bega Thinkerbell

Latest News

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]

Are You Paying Too Much In Search Marketing?
  • Partner Content

Are You Paying Too Much In Search Marketing?

Are you paying too much for search marketing? Discover the awful truth here. Or, alternatively, look at the invoice.

Partner Content

by B&T Magazine

B&T Magazine
Nine APAC Finalists In One Club’s Young Guns 19 Competition
  • Advertising

Nine APAC Finalists In One Club’s Young Guns 19 Competition

Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

Adflow’s Regional OOH Coverage Expands By 60%

OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion
  • Technology

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion

Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion  (US$10B). Freshworks, which was founded in India, has strong roots […]

SLIK Announces Four New Key Hires
  • Marketing
  • Media

SLIK Announces Four New Key Hires

Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.

How Retailers Can Maximise Their Results This Sales Season
  • Marketing
  • Technology

How Retailers Can Maximise Their Results This Sales Season

Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]