Honey production and marketing have the potential to create jobs in rural communities, increase household income through sustainable agroforestry practices, and reduce deforestation by promoting alternative energy sources, income generation, ecosystem maintenance, and market gaps. However, there is a lack of information on honey production and economic viability in Cross River State, Nigeria. This study analyzed the profitability, costs, and efficiency of honey producers (bee-keepers and bee-hunters) and marketers over five years (2017-2021) in three ecological zones of the state. Honey production contributes significantly to household income, representing (28.2%) of total revenue in the study area. The results show that honey producers (beekeepers and hunters) had varied profitability. Beekeeping was observed to be more profitable than bee hunting due to greater hive ownership and increased production levels. Honey sales fluctuated across ecological zones due to varying environmental conditions. Unit prices showed a steady increase, rising from ₦2,057.6 in 2017 to ₦2,661.0 in 2021 for bee hunters, and from ₦2,069.2 to ₦2,651.2 for beekeepers. The cost of production remained relatively stable (due to the long-life span of equipment used), with the highest expenses attributed to transportation and beehives. However, profit efficiency was high at (90.7%) for production and (92.1%) for marketing. The study concludes that honey production and marketing in the area are highly profitable and competitive, with strong potential for growth due to increasing demand, improved production practices, and favourable market conditions. Thus, it is recommended that training programs be implemented to help honey hunters adopt modern and sustainable beekeeping practices. Additionally, research and development of marketing strategies are essential for improving productivity and expanding market access.