The Minefields Honey project is a collaboration between the Ministry of Foreign Affairs of Ukraine, Saatchi & Saatchi Ukraine, and the agro-industrial company Kernel. Ukraine is one of the most heavily mined countries in the world, with approximately 30% of its territory, over 174,000 square kilometers, containing landmines. This includes both private lands and critical infrastructure, bodies of water, forests, and fields. The international community is still calculating how many years and billions of dollars it will take to demine these areas. Until that happens, thousands of hectares of land remain dangerous for people and unsuitable for agriculture.

The project's idea is simple and powerful: to avoid contact with landmines, drones sow landmine-infested agricultural fields with a special mixture of honey-bearing plants. Afterward, bees collect nectar from these plants, unharmed by the landmines.

The following organizations are involved in the project: the Ministry of Foreign Affairs of Ukraine and Kernel, Ukraine's largest agro-industrial company. They are also receiving advice and assistance from the State Emergency Service, Dronarium Ukraine, and the Union of Beekeepers of Ukraine.

The collected honey will serve as a powerful means of communication to raise awareness about the issue of mined land, with the goal of attracting more international partners and donors to support demining efforts. Ukrainian diplomats will carry the honey from mine fields to meetings, international visits, and gift it to diplomats and public figures worldwide.

"This project will enable the Ministry of Foreign Affairs to draw more attention to the issue of Russian landmines on Ukrainian soil and mobilize additional resources to address it. Diplomacy in times of war uses every opportunity to achieve results. All creative and technological means are employed to strengthen our communication and expedite the process of clearing Ukrainian land from Russian mines and munitions," stated Ukraine's Minister of Foreign Affairs, Dmytro Kuleba.

Furthermore, the project has developed a special design for beehives in the format of warning signs about the mine danger.

"The strength of the idea lies in its ability to offer a practical solution to prevent fields from lying idle while emphasizing the importance of demining our territories. This is a matter of safety for farmers and those working the land, as well as a crucial component of Ukraine's food security. We understand that the project is complex and will take time to implement. However, we are convinced that each new stage of the project will attract more attention from diplomats and communities around the world, which will help improve the situation, even if only by a little," stated Kostya Schneider, Creative Director of Publicis Groupe Ukraine & Czech Republic + Saatchi & Saatchi Ukraine.

"War through the eyes of Ukrainian agriculture is hundreds of thousands of hectares of mined fields. Fields that cannot be sown. Even if the hostilities were to end today, it would take our farmers at least four years to reach pre-war crop production levels, and that's under the most optimistic projections. Every day, the aggressor country continues to lay mines, destroy, damage, and devastate. We unite to keep working, restoring potential, and creating opportunities. Our company is delighted to join this inspiring and life-affirming project. While demining continues, we hand over portions of land, where heavy agricultural machinery cannot enter, for use by beekeepers. In this non-traditional way, we reaffirm our belief in our homeland and its regenerative power," said Kateryna Spivakova, Director of Communications and GR at Kernel.

This year, the project's authors held necessary consultations with agronomists and the State Emergency Service, conducted preparatory work with drones, and carried out a test sowing of the field. A website for pre-ordering honey has also been launched. In spring 2024, the project will fully launch.