Cheerios' parent company, General Mills, is giving away 100 million free wildflower seeds in an effort to support bees and other pollinators. 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. "Bee populations everywhere have been declining at an alarming rate, and that includes honeybees like Buzz", posted Cheerios. Food crops, from fruit to walnuts to coffee, depend on the pollination work done by bees. Without the presence of healthy and vigorous bee colonies, one-third of the food we consume may disappear. 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".
"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.
The giveaway will run through spring. His disappearance is part of General Mills' campaign to raise awareness about the dwindling population of bees.
In addition to replacing the black and yellow Buzz the Bee with a white silhouette, Honey Nut Cheerios packaging has been overhauled with an all-things bee design.
A year ago the food company announced, by 2020, farms that grow oats for Cheerios will house approximately 3,300 total acres of dedicated pollinator habitat on 60,000 acres of land. The fronts of boxes have a large bright-green callout to "Help Bring Back the Bees".
There's one problem with Cheerios' charitable effort, however: some of the wildflower species included in the packet of seeds can do serious damage to various ecosystems across the United States, reports Lifehacker.
And based on the engagement this past week, responses were much better than expected.