Why Birds Eye is choosing now to mount a biodiversity campaign

It’s estimated the global population will reach almost 10 billion by 2050. Not only is this a staggering number in itself, but it also serves as a timely reminder of some of the challenges we are yet to face when it comes to sourcing our food sustainably. In order for the planet to feed this many people, it is crucial our industry finds processes and approaches to food production that don’t destroy biological diversity, but instead actively replenish it.

Biodiversity provides us with clean air, fresh water, good quality soil and crop pollination. It’s key in the fight against climate change, so there has never been a more vital time to focus on how we source and farm our food, and put processes in place to protect biodiversity for the future. Research suggests agriculture is currently responsible for 60% of global biodiversity loss, as a result of the emissions it produces. This may be a painful pill for the industry to swallow, but one that further reinforces why we must do more to defend our planet’s numerous ecosystems.

As highlighted in The Grocer several weeks ago, the health of soil across the globe is deteriorating at a steady rate of knots. According to the UN Food and Agriculture Organization (FAO), soil holds over a quarter of the planet’s biodiversity – yet biodiversity loss currently stands at an estimated global level of 100 to 1,000 times higher than the naturally occurring background extinction rate. Put simply: time is running out. We must take action now.

So, what more can we as an industry do to safeguard our food chain? Well, to start, we need to highlight the important role biodiversity plays in shoppers’ everyday lives, and inspire them to take the protection of biodiversity into their own hands. According to data from Semrush, which analyses internet search terms, there has been a 367% increase in searches for “how to increase biodiversity” since January 2020, which suggests consumers are keen to get involved too.

 As an industry, more can be done to make consumers aware of the importance biodiversity plays in our food chain. Whether it’s through placing a greater focus through marketing and PR initiatives, or including more information and tips on pack, we can encourage consumers to do their part to help preserve biodiversity.

That’s why, through our Peas For Bees campaign, we want to go beyond highlighting what we are doing as a company to actively help replenish biodiversity and help shoppers take action in protecting and boosting biodiversity in their own green spaces.

Two weeks ago, we launched an on-pack promotion spanning the Birds Eye Garden Peas and Petits Pois ranges that gives shoppers the chance to win one of 20,000 wildflower seed ball boxes. The wildflowers grown from these in turn can provide habitats for bees, butterflies and other pollinators. Not only will the wildflowers grown from these provide habitats for bees, butterflies and other pollinators, but our hope is that we will inspire a new generation of wildlife lovers to take care of the nature that appears in their own gardens.

Eighty-two per cent of the population believe companies have a moral obligation to protect biodiversity. Caring for the planet must therefore form a key focus of every business’ practice and by taking action now – both as an industry and as everyday consumers – we can help secure a sustainable food supply for future generations.