The economic sustainability of many beekeeping operations around the world is currently being challenged by decreasing hive yields due to deterioration of the environment, increasing costs of production, and insufficient prices of authentic bee products mainly caused by different modes of honey fraud. As long as economically motivated adulteration, customs fraud and the violation of international and national trade laws persist, the wellbeing and stability of world beekeepers, food security and ecological sustainability remain in jeopardy. While maximizing the efforts in combating honey fraud, the world beekeeping community also urgently needs to return to a positive and proactive agenda in order to help protect the prestige of this ancient food, so related to nature and human health.