In an effort to help the declining bee population in Canada, Cherrios is giving away 100,000 million flower seeds Canadians are encouraged to plant wilflowers acros the whole country this year to help restore the natural habitat of bees.
“Last year we distributed three times as many seeds as we originally planned, and we have offered 100 million wildflower seeds to Canadians of all ages. This year we hope that Canadians will help us plant 100 million new wildflowers across Canada to help bring the bees back, “said Emma Eriksson, Vice President of Marketing for General Mills Canada , the manufacturer Cheerios with honey and walnuts.
Despite the success of the companies wildflower planting efforts last year, bee populations throughout North America remain unstable and work remains to be done. Without the presence of healthy and vigorous bee colonies, one-third of the food we consume may disappear. Food crops, from fruit to walnuts to coffee, depend on the pollination work done by bees.
“The fruits and vegetables that form the basis of a good diet are at risk if we do not maintain healthy and stable bee populations,” says Marla Spivak , a recognized bee specialist and professor of entomology at the University Of Minnesota . “Planting wildflowers is a simple but extremely important way for Canadians to help preserve and develop the natural habitat that bees need to survive. ”
WILD FLOWER SEEDS FREE OF CHARGE
Once again this year, Canadians can purchase wildflower seeds free of charge at www.ramesonbeats.ca . To promote this call to action, Cheerios with honey and nuts has once again removed his beloved mascot, Buzz the Bee, from his cereal packs for a limited time.
This year, the Beekeepers campaign focuses particularly on children. “Last year, the children wanted so much to help us that they wrote letters, produced videos and some even sent us the contents of their piggy bank in hopes of helping to save the bees,” said Hannah Alper , a 14-year-old environmental activist and young ambassador for the Beat the Bees campaign. “I am very pleased to lend my voice to this year’s campaign to explain to children how important it is to make a significant difference by planting wildflowers outside their homes. We truly hope that the next generation of Canadians will be aware of the need to care for bees. That will make all the difference. ”
LIFE AFTER THE DISAPPEARANCE OF BEES
To further encourage Canadians to plant wildflowers to help bring back the bees, Honey and Walnut General Mills and Cheerios will launch experiential activation in downtown Toronto . It will provide consumers with an overview of the grocery store of the future in a world where we would have failed to act – where we would not have favored the return of our bee populations – and will present the irreplaceable role that these Insects play to provide farmers and families with the food we all need to live.
On March 11th and 12th, consumers will be invited to explore the grocery store of the future and discover the striking contrast between two very different futures: one without a healthy bee population and the other highlighting everything that Will happen if we work together to bring back the bees.
The brand will also be on hand at the Canada Blooms festival, handing out 50,000 Veseys wildflower seed packs to visitors.
“General Mills’ decision to draw attention to the issue of declining bee populations marks the continuation of its commitment to purpose-based marketing, which means brands will go beyond traditional statements such as product benefit in order to align with what’s really important to consumers,” says Cossette chief creative officer Peter Ignazi. “By taking the bold step of removing a well-established brand symbol from its packaging, General Mills is further challenging marketing’s conventional thinking to underscore its point.”
Third generation beekeeper Andre Flys of Nobleton’s Pioneer Brand Honey, is pleased to see an entity like General Mills Canada addressing bee wellbeing.
“I’m happy that they’re promoting bees; that they’re promoting pollinators; if it benefits them, that’s fine with me; it’s getting the word out there; people are talking about it; they’re handing out seeds.
“No one thing here is going to save the day, but the more ears that get tuned into the situation, the more likely we’re going to end up with a better situation.”