Colony Collapse Disorder, an issue we first reported on in 2008, has come to the forefront of the CSR conversation and continues to present a threat to our food system. In fact, one in every three bites of food originates from bees pollinating the flowers that produce many of the foods we eat today including fruits, nuts and vegetables. Companies such as Häagen-Dazs, Whole Foods, Burt’s Bees andCascadian Farm are raising awareness for this important issue by stepping forward with efforts to protect bees. Now, Honey Nut Cheerios in Canada has joined their ranks, with a brand new program to raise awareness for this small, but powerful pollinator.
Canadian consumers might notice something missing from their Honey Nut Cheerios boxes in grocery aisles. Buzz, the tiny mascot for Honey Nut Cheerios, has flown the cereal box to raise awareness for the plight of the bee. Buzz’s absence is just part of the cereal’s #BringBackTheBees campaign. Through a dedicated website, Canadian consumers can learn about why the deteriorating bee population is such an important issue and how they can help. The brand asks consumers to share an uplifting video showing how it’s “in our nature” to help other animals, accompanied by the hashtag #BringBackTheBees. Beyond raising awareness, Honey Nut Cheerios helps consumers take individual action. As part of the initiative, Honey Nut Cheerios has a goal to give away 35 million seeds to one million Canadians. Through the #BringBackTheBees website consumers can enter a contest to win one of five wildflower garden makeovers or order their own free packet of wildflower seeds. There are also instructions for proper planting of the seeds and fun facts about bees.
Honey Nut Cheerios is joining a growing group of companies supporting pollinators. But it’s more than just a clever cause campaign, it’s good business -- as many organizations will be directly impacted by the declining bee population. Yet, Honey Nut Cheerios is taking a new approach to engaging consumers in the plight of the bee. In addition to education and awareness, the cereal brand is arming consumers with the tools, in the form of seeds, to take action into their own hands (and gardens).