The Agri-Med Award has been assigned to the Serbian Cooperative Homolja Med, as part of the Bandiera Verde Agricoltura initiative by CIA Agricoltori (Italian Farmers’ Association). This award recognises companies, municipalities, bodies, and organisations that exhibit exceptional dedication to agriculture, the development of rural areas, and the promotion of wine, food, landscape, and environmental heritage.The Homolja Med cooperative has successfully revived the region's long-standing beekeeping practices, providing local producers with raw material and effective marketing and sales strategies. Bees are seen as an important social asset that enhances local culture and practices, thereby fostering activities related to tourism and public welfare, which is an important means not only of stemming the rural exodus, but also of developing rural communities. A remarkable work that has earned "Homelje honey" the only PGI recognition in all of Serbia. The Homolje region encompasses an area of around 760 km², comprising forests, meadows, and pastures, which create an excellent environment for honey production. The plant coverage boasts more than 80 diverse species of medicinal and nectar-bearing plants. Thanks to the My Apiary project, the collaboration of CIA Agricoltori and the FEED platform (www.feedcommunity.net), this good practice is being promoted to ensure its sustainability and replication in other areas.