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Bega Cheese: Bega Purple Hive Project - Inside the Hive
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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.
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