Unique billboard plants flowers for bees

Bonduelle introduces a unique billboard in Eindhoven. This billboard, made entirely of soil, features a poster embedded with flower seeds. When it rains, these seeds will sprout and grow into flowers, raising awareness for biodiversity while directly contributing to it. More than a thousand of these special posters have been distributed throughout the city.

Initiative for biodiversity

This initiative coincides with the international day for biodiversity. Biodiversity in the Netherlands is declining rapidly, faster than in the rest of Europe, according to Natuurmonumenten (2024). With this action, Bonduelle aims to raise awareness and contribute to biodiversity. Lianne Hanenberg, Marketing Director for Bonduelle Northern Europe, explains that regenerative agriculture plays a crucial role in their sustainability program. "We surround at least 5% of our farmland with wildflowers to support bee populations. Additionally, we reduce pesticide use and apply crop rotation."

Active contribution from residents

The billboard has been placed in Strijp-S, a dynamically developing area in Eindhoven. Hanenberg emphasizes the importance of flowers not only in rural areas but also in urban environments. In addition to the billboard, more than a thousand posters with flower seeds have been hung throughout the city. "This poster seeks planters," says Hanenberg. "We encourage people to tear off a piece of the poster and plant it, thus stimulating them to actively contribute to biodiversity."

Regenerative agriculture worldwide

Bonduelle invests globally in regenerative agriculture. This includes practices that protect natural resources and restore soil fertility and biodiversity. Bonduelle conducts soil measurements, trains farmers through the Bonduelle Farm Academy, and uses a points system to track progress. Currently, 46% of Bonduelle farmers follow regenerative agriculture principles. The goal is to have 80% of farmers and 100% of cultivated areas under a pollinator protection plan by 2030.

Bonduelle.nl