Birds Eye launches ‘Peas for Bees’ biodiversity campaign

Birds Eye has launched a new campaign to highlight the link between biodiversity and the UK food chain, showcasing its efforts to protect biodiversity through its sustainable farming processes.

The ‘Peas For Bees’ campaign aims to educate the nation on the importance of sourcing food sustainably and biodiversity, as well as what shoppers can do to help protect it.

The frozen food brand will run its campaign across TV, digital, PR, in-store and on-pack. It will also run an on-pack promotion across the Birds Eye Garden Peas and Petits Pois ranges, offering shoppers the chance to win seed boxes and support biodiversity in their own green spaces.

According to research from the University of Zurich, biodiversity loss currently stands at an estimated global level of 100 to 1,000 times higher than the naturally occurring background extinction rate.

The research also suggests that farming and agriculture is currently responsible for 60% of global biodiversity loss. Some 82% of respondents believe those companies have a moral obligation to protect it .

Birds Eye has already made a number of commitments to sustainable agricultural farming, from practicing sustainable agriculture techniques to nurturing long-term relationships with local farmers to encourage sharing of expertise and values.

Read more: Birds Eye reveal areas for frozen growth in convenience channel

In 2020, Birds Eye’s pea farm management group also became the first farm group in the UK to be awarded Gold level status in the Sustainable Agriculture Initiative (SAI) Platform’s Farm Sustainability Assessment – the highest level possible.

“Shoppers are increasingly looking for brands that make a positive impact on the planet, and at Birds Eye we are committed to playing our part in helping solve the biodiversity crisis,” said Birds Eye head of agriculture operation, James Hopwood.

“In fact, it’s embedded in Birds Eye’s resolution to ‘serve the world with better food’: we are dedicated to providing quality food to our consumers and the impact of its production on the planet is part of this quality standard.”

He continued, “Through the ‘Peas For Bees’ campaign, beyond highlighting what we are doing as a company to actively replenish biodiversity, we want to highlight to shoppers the importance of it for their futures and the future of the planet, and what they can do themselves to safeguard our food chain.”

Birds Eye has also pledged to plant 75 acres of wildflowers across the UK in the next three years, in celebration of the company’s 75th anniversary.

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