Pea-casso in field
BIRDS EYE CREATES ART BUZZ
FROZEN food giant Birds Eye has revealed a wildflower art creation planted in an East Yorkshire field.
The artwork, created with native British wildflowers, is part of its Peas For Bees campaign designed to highlight the importance of supporting biodiversity for the future of the planet.
Birds Eye is also donating 5,000 seed boxes to schools near its Hull pea fields through the Rooted in Hull charity.
It is estimated that the world population will reach almost 10 billion by 2050 and with this in mind, Birds Eye is emphasising the importance of sourcing our food sustainably in a way that does not destroy biological diversity.
According to the Convention on Biological Diversity, research suggests that agriculture is currently responsible for 60 per cent of global biodiversity loss and 82 per cent of the population believe companies have a moral obligation to protect it.
This year, Birds Eye is campaigning to drive awareness of the importance of biodiversity by celebrating its peas and petits pois ranges.
The campaign aims to encourage the nation to support biodiversity by growing wildflowers, which in turn provide habitats for bees and other pollinators.
And as part of this, an area in one of the brand’s East Yorkshire pea fields has been transformed into a wildflower depiction of a butterfly.
James Hopwood, head of agriculture operations at Birds Eye, said: “We are committed to playing our part in helping solve the biodiversity crisis. 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.”
“Through the Peas For Bees campaign we aim to educate shoppers on the link between biodiversity and the food chain and hope our donation of seed boxes inspires others to help pollinators like bees and butterflies and help protect biodiversity,” added James Hopwood.
Birds Eye says it is committed to sustainable agricultural farming through targeting “regenerative agriculture’ initiatives, which aim to protect biodiversity and safeguard the planet to enable enough food for future generations.
In 2020, the Birds Eye’s pea farm management group becoming the first UK farm group and the first globally in frozen food to be awarded the Sustainable Agriculture Initiative (SAI) Platform’s Farm Sustainability Assessment Gold level.