Strategic analysis of organic honey producers in Gümüşhane province

Even though centuries have passed, honey remains one of the main food sources for people. It is a product whose importance is increasingly understood with each passing day. In Turkey, especially in rural areas, beekeeping activities have evolved from traditional methods to modern production techniques. However, issues such as residue problems in beekeeping products, consumers' demands for a healthy diet, environmental impacts, etc., have recently prompted producers to adopt organic methods. Gümüşhane, one of Turkey's unpolluted and untouched regions, meets the necessary conditions for organic honey production with its existing geographical structure, climate, and vegetation. Other factors supporting organic honey production are low industrialization in the region and limited agricultural areas. Considering the socio-economic structure of the region, the lack of employment opportunities and limited agricultural lands make organic honey production strategically crucial for the area. As is known, a strategy outlines the paths to be followed and the moves to achieve predetermined goals. Strategic management refers to strategic thinking, analysis, and action to ensure the sustainability of organizations or businesses. SWOT analysis is one of the most frequently used strategic analysis methods. With this method, businesses can identify their strengths and weaknesses, as well as market opportunities and threats, enabling them to formulate appropriate strategies for themselves. Therefore, this study researched organic honey production and producers by reviewing the literature. Subsequently, interviews were conducted with 26 organic honey producers operating in the study area. The SWOT analysis technique determined the strengths, weaknesses, opportunities, and threats of organic honey producers in Gümüşhane Province. Then, by subjecting the existing data to expert opinion, four basic strategies were determined: using bee races suitable for the region with the SWARA method, developing and increasing production by taking advantage of the industrialization and low population density of the region, reducing marketing costs through collective action of producers, and instilling an organic nutrition culture in the local people. Thus, the aim is to contribute to the economic and social structure of Gümüşhane. Keywords: Organic honey production, strategic analysis, SWOT analysis, Gümüşhane.