A mere seven days after the campaign was announced, the General Mills blog shared that 1.5 BILLION wildflower seeds were due to be distributed in the USA and Canada.
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.
Over the weekend, the company jumped into defense mode, telling critics on social media that while they "appreciate" those concerns, there's no need for worry because the seeds were chosen specifically to attract "bees" (listed as though they're one generic entity) and "are not considered invasive" - which, at least according to the USDA, doesn't appear to be true at all.
Cheerios' parent company, General Mills, is giving away 100 million free wildflower seeds in an effort to support bees and other pollinators.
Early this month, BuzzBee, Honey Nut Cheerios' longtime mascot, disappeared from boxes on supermarket shelves around the country as part of the #BringBacktheBees campaign. That will make all the difference.
Bees play a critical role by pollinating 35 percent of the world's food supply.
If more people across the world help out by simply taking five minutes to plant wildflowers then it's possible to preserve and grow pollinator populations.
"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 has been involved in protecting pollinator habitats since 2011.
Buzz the Bee is now just a silhouette.
"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".