A new project has been launched to restore wildflower meadows in Oxfordshire.

The partnership between Ella’s Kitchen, the UK’s largest baby food brand, and the RSPB began yesterday (August 16) at Otmoor nature reserve.

The campaign is in response to the loss of pollinator habitats- the UK has lost more than 97 per cent of its wildflower meadows since the 1930s.

The project is part of part of a wider ambition to protect and restore 30 million square feet of UK wildflower meadows and grassland by 2030.

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Beccy Speight, chief executive at the RSPB said: “Nature is facing many threats, from the destruction of habitats to pesticide use and climate change, resulting in problems like the loss of pollinators.

“But it’s not too late to intervene. 

“Ella’s Kitchen is facing into these challenges through targeted action in this new partnership that is both good for nature and good for people. 

"Businesses have a crucial role to play in addressing the dual nature and climate crises, and partnerships like this that seek to restore and sustainably manage ecosystems and restore the biodiversity that we all rely on, are so important.

“I'm delighted to see our reserves working side by side with Ella's Kitchen in their drive to help pollinators and feed future generations, while protecting and restoring spaces that are vital for nature.”

In Oxfordshire, the RSPB will collect seed from wildflower-filled meadows to spread on species poor grassland, planting new wildflowers and improving biodiversity.

Oxford Mail:

Through a mixture of seed sowing, plug planting, and allowing natural regeneration, Ella’s Kitchen will support the RSPB to transform species-poor grassland into meadows alive with colour and buzzing with life.

The partnership will also protect existing wildflower and grassland meadows, vulnerable to climate change and erosion. 

The first three years of the partnership will focus on the restoration and protection of 15 million square ft of land; followed by an ambition to deliver a further 16 million square ft by 2030.

Throughout the partnership, RSPB will manage and monitor biodiversity change and species-richness across the project areas to measure its impact on birds, bees, and bugs.

Mark Cuddigan, chief executive of Ella’s Kitchen, said: “Nature and business go hand in hand.

“At Ella’s, we want to do everything we can to protect nature, our pollinators, and our little ones’ futures.

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“By working with the RSPB not only can we help protect and restore vital wildflower habitats across the UK, we want to continue to learn about the challenges our little ones face and how we can tackle them.

“Across our business, from our partners and suppliers to parents and their little ones, we want to educate and inspire on the importance of nature in a sustainable food system.

“Only by acting together can nature win and we can help to ensure that every little one grows up on a healthy planet, that has plenty of food, and which is buzzing with life.”