--- - |2 Abstract This article offers a socioecological analysis of the plight of the honeybee. Departing from natural sciences explanations of the chronic health issues observed in managed honeybees the proposed socioecological analysis focuses on some of the social dimensions of the problems. Specifically, the article first looks at how the cultural disdain for insects is combined with toxic agricultural practices to make bees’ lives challenging. Then it focuses on large‐scale commercial beekeepers and links the fate of managed honeybees to their commodification. Forced to adapt to increasing environmental and economic pressures, beekeepers have developed new management practices intended to keep bees alive and produce as many as possible in order to stay in business and fulfil pollination demand. Their new concern for best management practices fails to foster global changes in agriculture, subsequently compromising their own fate with that of their bees. Honeybees and beekeepers are both affected by the current agricultural model designed for profitability rather than health. The paper builds on in‐depth semi‐structured interviews of 45 large‐scale commercial beekeepers and scientists and participant observation, beekeeping magazines and materials available online. - 'Sociologia Ruralis, EarlyView. '