# Farmer-Empowered Beekeeping 'Under The Mango Tree' Services Both Ends of the Honey Market By Josh Triantafilou | Published 2012-04-15 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/under-the-mango-tree References: [utmt.in](http://www.utmt.in/gallery/) 'Under The Mango tree' is a company that seeks to service both ends of the honey market in rural India. The company brings gourmet honey to rural Indian markets while also equipping and enabling rural farmers to keep bees and produce the honey. Of course, the company also strives to produce value for its shareholders. The social enterprise is well on track to meeting its goal of producing India's first brand of organic, [fair-trade](https://www.trendhunter.com/trends/fairtrade-bananas), gourmet honey. Since 2007, Under The Mango Tree has [aided 14,000 farmers](https://www.trendhunter.com/trends/agricultural-support-project); by 2015 it hopes to increase that number to 20,000. It also intends to sell 70 metric tonnes of honey per year, thus, increasing shareholder value and meeting its guiding principle of doing well by doing good. ## Trend Insights (Trend Hunter) - Score: 2.1/10 - Popularity: 29% | Activity: 27% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Social Business](https://www.trendhunter.com/socialbusiness) ## Key Themes ### What's Driving This Trend - **Rural Market Development:** The trend of bringing gourmet honey to rural Indian markets creates opportunities for companies to tap into untapped consumer segments. - **Sustainable Agriculture:** The trend of equipping and enabling rural farmers to keep bees and produce organic, fair-trade honey presents opportunities for innovative solutions in sustainable agriculture. - **Socially Responsible Business:** The trend of social enterprises like 'Under The Mango Tree' highlights the potential for businesses to create value for both shareholders and society. ### Who This Affects Most - **Food and Beverage:** The food and beverage industry can explore opportunities in producing and marketing gourmet honey to rural markets in India. - **Agriculture:** The agriculture industry can develop innovative solutions and technologies to support sustainable beekeeping practices in rural areas. - **Social Entrepreneurship:** The rise of social enterprises presents opportunities for businesses to combine profit-making with social impact in various industries. ## Related on Trend Hunter - [Honey-Based Artisanal Brands](https://www.trendhunter.com/trends/farm-to-body.md) - [Unfiltered Fair Trade Honeys](https://www.trendhunter.com/trends/organic-hive-honey.md) - [Award-Winning West African Honey](https://www.trendhunter.com/trends/multifloral-honey.md) - [Raw Organic Honey](https://www.trendhunter.com/trends/bagrrys-organic-wild-honey.md) - [Social Good Brand Practices](https://www.trendhunter.com/trends/dignity-coconuts.md) - [Rural Dairy Farm Initiatives](https://www.trendhunter.com/trends/dairy-farm1.md) - [Purpose-Driven Eco Teas](https://www.trendhunter.com/trends/humanitea.md) - [Ethical Coconut Oils](https://www.trendhunter.com/trends/ethical-coconut-oil.md) - [Agricultural Support Projects](https://www.trendhunter.com/trends/agricultural-support-project.md)