Bees play an important role in our food production. Many of the foods that we enjoy, such as apples, melons and almonds, depend on insect pollination. However, despite research showing that bees can increase yields by an average of 24 percent for smallholder farmers, too few Indian farmers have access to pollination services. CropLife India partnered with the Indian Council of Agricultural Research (ICAR) and one of its extension facilities, Agricultural Development Trust (KVK) Baramati to kick-start the Madhu Sandesh initiative. “Madhu Sandesh” (meaning “honeyed message” in Marathi language) helps internalize the good farming practices and the responsible use of pesticides. Pomegranate and onion farmers were given rental bee hives to pollinate their crops, leading to more conscientious use of agrochemicals and an awareness that sustainable practices would also boost yields and income. The project aims to improve crops by promoting awareness and utilization of pollination services as well as good stewardship.