Ukrainian beekeeper, Marian Dytyuk, believes that the retail price of honey in Ukraine is too low, around 120-140 hryvnias per liter, as it does not cover the costs of production and does not allow for a profitable margin. He argues that the price should be three times higher and is currently struggling with a highly competitive market, where over half of the honey is counterfeit. Dytyuk is calling for state aid to support the beekeeping industry, which is currently only partially reimbursed through a small subsidy. He believes that with better funding, the industry could not only survive but also thrive, especially during the pandemic when demand for honey and its by-products, which boost the immune system, has increased.