Cheerios give away over 1.5 billion seeds to save the bees

Cheerios Seeds: Bees Need Help, So Cereal Maker Giving Away Free Flowers

Cheerios gave away 1.5 billion wildflower seeds to aid ailing bee populations this month, the brand said, depleting its supply and smashing its goal of 100 million donated seeds. BuzzBee the iconic bee of Honey Nut Cheerios is missing and he's taken a step back from the limelight to raise awareness for a good cause.

"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. General Mills is working to preserve all types of pollinators because they contribute to the production of all types of food, including 30 percent of the ingredients General Mills relies on for food production, according to a release, "Honey Nut Cheerios announced that by the end of 2020, farms that grow oats for Cheerios will house approximately 3,300 total acres of dedicated pollinator habitat on 60,000 acres of land".

An emerging issue appears to be the presence of the varroa mite, which is a ferocious parasite that can tear through honey bee colonies.

On the Cheerio's website, the company lists a number of ways that we can curb the bees endangerment, by encouraging people to plant with their free seeds, and establishing bee habitats around the nation.

The giveaway will run through spring.

"The seed varieties in the mix are not considered invasive, "Cheerios said, adding that the "flower varieties within the Bee Friendlier Mix were selected for their flowers which produce nectar and pollen that are attractive to bees and other pollinators". Several species of bees have experienced dramatic declines in recent decades, with a bumblebee becoming endangered this year for the first time.

Experts say bees are a critical role in the human food supply driven away by habitat loss, disease and a small population size. Just ask General Mills.

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