For 15 years, Charbel Nassif and Joudy Obeid from Humble Bee Australia have dedicated themselves to protecting bees, while producing 100 per cent Australian-made raw organic honey and handcrafted products that celebrate these remarkable, often misunderstood insects.
Beekeeper Charbel Nassif often says bees choose their keeper. “I truly believe they chose me,” he says. “They came into my life at a time when I needed hope, and they became the light in my life. Working alongside them changed me. They taught me patience, purpose and a profound respect for the natural world. The more I learnt, the more I realised just how misunderstood bees are.
As Charbel points out, so many people fear bees, yet they are among the most important living creatures on the planet.
“Without healthy bee populations, our food systems and ecosystems would look dramatically different because bees play a vital role in pollinating many of the crops we rely on every day,” he explains.
As his appreciation grew, Charbel also became fascinated by the place bees have held throughout history.
“Even in the Bible, bees and honey symbolise blessing, abundance and wisdom. It’s extraordinary that something so small can have such a tremendous impact on mankind,” he says. “Everything the hive produces is remarkable. Raw honey, propolis, bee pollen, royal jelly and beeswax have been treasured for centuries in traditional wellness practices and continue to be studied today.”
Driven by a desire to change public perceptions, Charbel has rescued and relocated thousands of bee colonies that may otherwise have been destroyed.
“Through Humble Bee Australia we’ve also helped raise awareness about bees through educational content that has generated more than 10 million views across our social media platforms,” he says. “I became tired of seeing these beautiful creatures disappearing and being misunderstood. If we can change the way even one person sees a bee, we’ve achieved something worthwhile.”
His wife and business partner, Joudy Obeid, is the co-founder and creative director of Humble Bee Australia.
“Watching Charbel dedicate his life to bees completely changed my own perspective,” she says. “My role is to share the story through education, product design and Australian-made craftsmanship. Every product we create is designed to celebrate bees while inspiring people to value and protect them.”
Like any small business built on strong values, the journey hasn’t always been easy.
“Our biggest challenge has been refusing to compromise,” Joudy says. “Every candle is hand-poured, our products remain proudly Australian made, and every decision we make begins with one question: ‘Is this honouring the bees?’ That philosophy has shaped Humble Bee Australia from day one.”
From humble beginnings
Charbel has always loved the outdoors, and some of his happiest childhood memories are of playing in gardens surrounded by nature.
“I remember being stung by a bee as a little boy and crying while my mum lovingly placed garlic on the sting as a home remedy. It’s funny to think that something I feared for a moment would eventually become my life’s passion,” he says.
“Standing amongst thousands of bees with the sun shining and listening to the gentle hum of the hive is still one of the most peaceful experiences I’ve ever known. There is a calmness and healing quality to the hive that words struggle to describe.”
Charbel completed his first beekeeping course through the Amateur Beekeepers Association of NSW and has remained a proud member ever since.
“The course gave me a strong scientific understanding of bee biology, hive management, disease prevention, queen bee management and sustainable beekeeping,” he explains. “Learning from experienced beekeepers exposed me to different philosophies and techniques, but most importantly it taught me how to protect, maintain and save healthy colonies. Beekeeping is a lifelong education, and the bees themselves continue to be my greatest teachers.”
Humble Bee Australia grew from passion rather than business ambition. “People naturally became interested in what we were doing,” Charbel says. “They loved our honey, candles and our genuine approach to beekeeping. So, the natural next step was to share the magic of the hive with more Australians.
Spreading the word
“We’ve been humbled by the recognition, momentum and support we’ve received. We never expected so many people to embrace our mission,” Charbel says. “The greatest highlight is hearing our customers’ stories. Many tell us our raw honey reminds them of the honey they enjoyed as children before commercial processing became common. Others tell us our products have become part of their family’s everyday wellbeing.”
Education, he believes, is one of the greatest opportunities to protect bees.
“I’d love to see bee education introduced into school curriculums, so children grow up understanding that bees are something to protect rather than fear.
“One of the biggest misconceptions is swarming. When people see a bee swarm, they often think it’s dangerous, when it’s usually one of the safest times to be around bees because they have no hive to defend and are simply looking for a new home.”
Charbel and Joudy would also like to see local councils supporting community beekeeping courses, greater government funding for local bee clubs, and stronger bee conservation programs and policies that encourage pollinator habitats across Australia.
“As more people look towards healthier lifestyles and longevity, I believe there is enormous value in learning about apitherapy – the traditional use of bee products such as honey, propolis, pollen, royal jelly and beeswax,” Charbel says.
To market, to market
Joudy is equally passionate about showcasing the incredible products created by bees. “Beeswax is extraordinary because it is the only natural wax produced by an insect,” she says. “Honeybees create it from specialised wax glands before building the beautiful hexagonal honeycomb.
“Our pure Australian beeswax candles contain no petroleum-based paraffin and no unnecessary synthetic fragrances. They burn with a warm golden glow, have the subtle aroma of natural honey and have been used for centuries in homes and churches because of their beautiful clean-burning qualities.”
Humble Bee’s beeswax soaps combine pure Australian beeswax with their own raw honey and carefully selected natural ingredients. “Beeswax softens and protects the skin by supporting its natural moisture barrier, while raw honey naturally attracts and retains moisture, leaving skin feeling nourished,” Joudy explains.
“We also love sharing raw honeycomb. Honeycomb is harvested with minimal processing so customers can enjoy honey exactly as the bees created it. The natural beeswax is completely edible, and many people enjoy chewing it like natural gum.
Humble Bee is proudly 100 per cent Australian made and is dedicated to remaining so as the business grows.
“We’re expanding into more natural wellness products inspired by bee products and are incredibly excited to soon open our new honey-inspired Humble Bee Café in Burwood,” Joudy adds.
“It will be a place where people can experience honey in exciting new ways while learning about bees and conservation. Long-term we’d also love to establish an educational apiary where families, schools and visitors can experience the magic of bees firsthand.”
Helping bees and the planet
For Charbel, the greatest reward is knowing his work benefits both people and the environment, and he believes everyone can make small changes that have a big impact.
He suggests some simple ways to protect bee populations, such as planting flowering native species; leaving shallow dishes of water with stones for bees to land on; and reducing unnecessary pesticide use and contacting a local beekeeper if a swarm appears.
“As our cities continue to grow, we also hope to see more rooftop gardens, community gardens and pollinator-friendly green spaces introduced throughout urban Australia,” he says. “Our mission is to continue saving bees, raising awareness, helping reverse the decline in pollinator populations and sharing the incredible gifts of the hive with the world.”
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