From Mines to Honey: Transforming Danger Into Opportunity for Ukraine

The ‘Minefield Honey’ project returns for its second edition, continuing its mission to turn Ukraine’s most dangerous land into a force for renewal. Created by Saatchi & Saatchi Ukraine, with the support of Kernel, the Ministry of Foreign Affairs of Ukraine, and in collaboration with Dronarium Ukraine, this initiative goes beyond raising awareness—it actively funds demining efforts to restore farmland for Ukrainian farmers.

A Call to Action: Donate to Demining Efforts

This year, Minefield Honey is not just a symbol—it’s a call to action. For the first time, the public can directly contribute to Ukraine’s demining operations. Donations made via [United24] foundation link here will help equip specialists with the tools needed to clear agricultural land, allowing farmers to safely return to their fields. Every jar of Minefield Honey sold brings Ukraine one step closer to reclaiming its land.

New Partnerships and Global Expansion

The second edition of Minefield Honey sees the project expanding with new partners in Ukraine, Germany and the USA producing limited-edition series of products incorporating the honey. Logistics support from honey producer B’jola ensures that Minefield Honey reaches a wider audience, maximising its impact.

Additionally, this year also saw the addition of a new NGO partner, the Special Marketing Operation, a coalition of global adtech experts volunteering their time and skills to deliver pro-Ukraine ad campaigns to audiences around the world. Their support had enabled the launch of a digital campaign about the project globally - increasing the visibility of Minefield Honey’s mission.

A Bold New Design for a Bigger Impact

To enhance its commercial appeal, the Minefield Honey jars now feature a striking new design, emphasising the product’s story while making it a more attractive item for purchase and donation. Partners still have the option to use the original design, ensuring continuity with the first edition.

Minefield Honey’s Journey from Awareness to Action

The first edition of Minefield Honey was a powerful diplomatic tool, gifted to key international stakeholders, and accompanied officials in Davos and Washington, visited over 20 Ukrainian embassies and consulates worldwide and was present at the Ukraine-Japan International Forum and COP29 in Azerbaijan. This second edition aims to convert awareness into tangible action—with a direct impact on demining efforts through financial support.

Why Minefield Honey Matters

Ukraine is one of the most heavily mined countries in the world. According to the Ministry of Internal Affairs, in 2022, 30% of Ukraine’s land—139,000 square kilometers—was contaminated with mines, rendering farmland useless and threatening lives. Today, the area of mined fields stands at 8 million hectares, with $11.2 billion in agricultural losses annually.

The Minefield Honey project provides an ingenious solution: drones safely sow mined fields with nectar-rich plants, allowing bees to collect honey without triggering explosives. The resulting honey is a powerful symbol of resilience and a tangible means of funding Ukraine’s recovery. Eventually, all knowledge, designs, and processes developed through this project will be shared freely, empowering farmers to reclaim their land.

Global Recognition for a Powerful Idea

The project has earned accolades at prestigious creative festivals, including Cannes Lions (Bronze, 2024), The One Show (Silver and Bronze, 2024), and the Davos Digital PR Awards (2024).

Get Involved

Donate to United24 here.

To Obtain the Product visit the website here.

Saatchi & Saatchi Ukraine is the most creative agency in Ukraine* and a part of Publicis Groupe Ukraine, the most effective communications group in the country**.

*All-Ukrainian Advertising Coalition ranking

**EFFIE Awards Ukraine