When a diplomat discovers that the best conversations don't require words
Some people ease into beekeeping. Simon Geissbühler jumped in from a standing start.
As the Swiss Ambassador to Israel, his days are filled with fast-moving negotiations, careful diplomatic language, and the weight of representing a nation. When he arrived 1.5 years ago, he found the embassy's innovation team highlighting Primal Bee as a success story worth knowing.
He remembered the traditional beehives at the Swiss embassy residence in Washington DC during his previous posting. A thought stayed with him: "If they can do it in Washington, why can't I do it here?"
He met Tomer Moldovan, co-founder and CEO of Primal Bee, when visiting hives in the countryside. Found it extremely fascinating. So he asked - very shyly - about buying a hive for his residence garden.
That was August of 2025. He started from zero experience.
The family pitch
First, he had to convince his family. He knew it would be a real commitment.
But the residence environment was ideal - better than agricultural land with its pesticides. Abundant flowers, lemon trees, grapefruit trees. Resources everywhere.
His son immediately wanted to operate the smoker. His wife agreed to be there during inspections. It would be a family adventure.
Simon started reading extensively. Primal Bee provided Tomer and Asaf as mentors who visit periodically.
"I was never afraid," Simon says. "I like to learn and engage with the bees."
Weekly inspections at first, though not always removing all frames. The family was always involved in some way - his son with the smoker, his wife or son present during checks.
He gave the bees sugar syrup regularly. Maybe too much at certain points, he admits. But the bees stayed extremely healthy and active.
The hive gets sun around 8:30 AM. "The bees take off like crazy," Simon says.
A weekend routine developed naturally: Simon pulls up a chair at the hive and reads his newspaper while the bees work. When strong windstorms and heavy rain threatened, he protected the hive. In a profession built on carefully chosen words and diplomatic precision, there's something refreshing about sitting quietly with creatures who communicate through movement and purpose alone.
The hornet crisis
Then came a period of doubt.
Hornets appeared. Not just hovering - literally picking up bees and flying away with them.
Simon poisoned the hornets. He's not sure if it worked, but they disappeared. More importantly, he called his mentor, who reassured him that this is completely normal, and walked him through what to do next.
That's when Simon understood the value of what he calls an "insurance policy" - someone to call for perspective when you're new and unsure - and he also realized the community aspect of beekeeping. It’s an oral tradition - one where beekeepers learn from each other.
Off the charts
Asaf, after inspecting the residence hive, told Simon something that stopped him short: "I've maybe seen 3-4 hives this productive in my whole career. This is off the charts."
Simon had already harvested 3-4 large jars of honey because the hive was completely full. They had to add a super on top for additional honey storage.
This from someone who started a little over six months ago with zero experience, learning as he went, probably overfeeding sugar syrup at times, calling his mentor during the hornet crisis. A complete beginner figuring it out alongside his family.
The climate helps. Israel doesn't have real winter like Switzerland or Europe - temperatures only dropped to 45-50°F on the coldest days. The Primal Bee hive works even easier in these conditions. Simon's routine barely changed from August through winter - but the hive definitely made it easier on the bees.
He noticed bees clustering outside during colder, rainy weather. Initially counterintuitive - he expected them to go inside for warmth. But it's completely normal behavior. Their self-regulating mechanisms work without his intervention, especially when they’re starting with a well-insulated foundation.
He'd planned to give more sugar during cold days but realized it was unnecessary. They had what they needed.
What beekeeping teaches a diplomat
Simon noticed something watching Tomer and the team work: they're completely natural around the hives now. They don't wear protective gear anymore.
"Asaf told me, 'I don't even feel stings anymore,'" Simon recalls. "Calm, slow, clear movements prevent stinging. The bees sense how they're being handled."
There's a parallel there to his work. "In my profession, stepping back to observe things is crucial," he says. "Learning something new and getting deeply engaged brought back that excitement of openness and curiosity."
The Primal Bee hive itself proved easier than he'd feared. Easy to manipulate and open once he overcame initial concerns. The dividers move smoothly. Not complicated, despite what he'd imagined.
But it requires real commitment. "Not something to try casually," Simon emphasizes. "You need curiosity and openness to see it as an adventure."
Sharing what they've created - April auction at the embassy
Simon consciously decided on just one hive to start. He could theoretically support a second with the available resources at the residence.
But diplomatic postings are typically four years. He has 2.5 years remaining and doesn't want to overwhelm whoever comes next.
"If this were a permanent residence, I would definitely add more hives," he says.
In April, they're planning the first proper honey harvest. The residence will host an event - a film about bees for the Swiss community, diplomats, business community, and investors.
They'll auction the residence honey at a premium price for charity. As Simon puts it: "It's a very exclusive product - Swiss residence honey."
But the money isn't really the point. What matters is the educational component: attracting attention to beekeeping, pollination, ecosystem importance. Using his platform to share something that matters.
And the honey quality? "Absolutely fantastic. I cannot believe we produced this."
The bottom line
A complete beginner got a Primal Bee hive in August 2025. By winter, his mentor - someone with decades of experience - called it maybe the 3rd or 4th most productive hive he'd seen in his entire career.
But the numbers aren't really the story.
Simon sits with his newspaper on weekends, watching the bees take off when the sun hits around 8:30 AM. His son operates the smoker during inspections. His wife has gotten attached to the hive - concerned about what happens when their posting ends. The family gathers around something living, purposeful, and entirely their own.
The bees taught him to step back and observe. To move slowly and clearly. To understand that the system regulates itself when you give it what it needs.
Turns out that's useful for a diplomat too.
Simon Geissbühler is the Swiss Ambassador to Israel. He installed his first Primal Bee hive at the residence in August 2025 with no prior beekeeping experience. The Swiss embassy's innovation team facilitated his connection to Primal Bee as part of their work supporting Swiss startups. He manages the hive with his family's involvement and guidance from Tomer Moldovan, co-founder and CEO of Primal Bee, and his team who serves as mentors.
