General Mills Gives Away Wildflower Seeds in Effort to Help Pollinator Population

Photo: Wikimedia Commons

March 14, 2017 12:36 PM

General Mills is removing BuzzBee, the iconic bee cartoon character, from its Honey Nut Cheerios boxes this spring and has launched a call to action to bring him back.

The Minneapolis-based company is partnering with Vesseys Seeds for a wildflower seed giveaway. The company launched the initiative to encourage people to plant more than 100 million wildflowers this year because, as the company states, planting wildflowers is recommended by conservationists as one of the best ways to support pollinators.

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"As a General Mills cereal built around nutrition, helping pollinators get the key nutrition they need through fun, family-friendly activities like planting wildflowers is a natural fit," Susanne Prucha, director of marketing for Cheerios, said in a statement.

Learn more about the initiative here.

This isn't the first effort by General Mills to promote a healthy bee population. In December, the company announced it would be part of a partnership with the Xerces Society and the U.S. Department of Agriculture to plant more than 100,000 acres of pollinator habitat in five years.

RELATED: General Mills Joins $4 Million Pollinator Initiative

A United Nations report on the topic of pollinators indicated many species of wild bees, butterflies and other animals that pollinate plants are shrinking toward extinction.

The first-of-its-kind report stated the 20,000 or so species of pollinators are key to hundreds of billions of dollars' worth of crops each year - from fruits and vegetables to coffee and chocolate. According to the report, two out of five species of "invertebrate pollinators," such as bees and butterflies, are on the path toward extinction.

Last year, Gov. Mark Dayton previously issued an executive order restricting uses of neonicotinoid pesticides to reverse the decline of bee and other pollinator populations.

RELATED: Dayton Orders Steps to Protect Bees and Other Pollinators

The Associated Press contributed to this report.


Rebecca Omastiak

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