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Cheerios is giving away 100 million free wildflower seeds to help endangered bee populations by encouraging people to plant wildflowers all over the U.S.

"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".

"Invasive species can out-compete the natives they encounter", Turner said to the site, "they can take up all the space and use up all the resources, they can spread disease, and cause other physical changes to their new homes, all of which can have detrimental effects on native species, and on humans". And previous year, it put $4 million toward the USDA's Natural Resources Conservation Service to help farmers plant pollinator habitats.

Bees play a critical role in our food supply. "More than two-thirds of the crops used to feed people, accounting for 90 percent of the world's nutrition, are pollinated by bees".

Disappearing bee population could pose problems for General Mills as 30% of the company's products rely on pollination.

The company, famous for cereals like Honey Nut Cheerios, which has a bee as its mascot, recently launched a "Bring Back the Bees" campaign.

Wildflowers create bee-friendly habitats where they can collect pollen and nectar, and feed their young. The fronts of boxes have a large bright-green callout to "Help Bring Back the Bees".

However, not everyone appears to be on the same page with the cereal brand, with ecologist Kathryn Turner telling Lifehacker that several of the seed types are not native to the United States and that they may not even be helpful for bees. Bee populations everywhere have been declining at an alarming rate, and that includes honeybees like Buzz'. Just ask General Mills. "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".


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