birds eye garden peas

Source: Birds Eye 

The Peas for Bees campaign aims to educate the nation on the importance of sourcing food sustainably and biodiversity 

Birds Eye has launched a new campaign to highlight the link between biodiversity and the food chain and to showcase its sustainable farming practices.

The frozen food giant said its Peas for Bees campaign would “educate the nation” on sustainable food sourcing and its link to biodiversity “as well as what shoppers can do to help protect it”.

The marketing push includes an on-pack promotion on Birds Eye’s Garden Peas and Petits Pois ranges until 10 June, which will offer shoppers the chance to win one of 20,000 wildflower seed boxes.

The promotion will be available on products sold via Tesco, Sainsbury’s, Asda, Morrisons, the Co-op and Waitrose. To enter, shoppers need to take a photo of the front of the pack and upload it to the dedicated microsite to find out if they are a winner.

The Peas for Bees campaign also includes TV, digital, PR and in-store marketing activity, while the supplier – which is celebrating the 75th year anniversary of it first growing peas in North Yorkshire – has also pledged to plant 75 acres of wildflowers across the UK in the next three years to mark the milestone.

Part of this planting will include a 25-metre-wide butterfly made from wildflowers within an active pea field at one of its farms which, once blossomed, will encourage pollinating insects and other wildlife to thrive in the area.

“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,” said James Hopwood, head of agriculture operations at Birds Eye.

“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,” added 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.”

The supplier’s new campaign follows Birds Eye’s 2020 achievement of its farm management group becoming the first of its kind to be awarded gold level status in the Sustainable Agriculture Initiative Platform’s Farm Sustainability Assessment – the highest level possible.