/R E P E A T -- Media Advisory - Media Preview: Experience life after the bees have gone - In the grocery store no one wants to shop in/

Honey Nut Cheerios ramps up Bring Back The Bees for 2017 with dramatic
experiential pop-up activation

TORONTO, March 6, 2017 /CNW/ - Imagine the grocery store of the future. What do you see? Brightly-lit aisles overflowing with fresh fruit, field-fresh vegetables and every imaginable answer to appetites of all sorts? Think again.

To amplify the call for Canadians to plant wildflowers to help Bring Back The Bees, General Mills and Honey Nut Cheerios are offering consumers a glimpse at the grocery story of the future in a world where we fail to act - where we fail to support the robust return of our bee population, and the irreplaceable role they play in providing our farmers and our families with the food upon which we all rely.

One in every three bites of food depends on the pollination bees provide. See what happens if the bees disappear – and how much of our food supply would go with them: bare shelves, missing staples, extremely limited choice … AND NO COFFEE!

Media are invited to preview the activation before it opens to the public on March 11th and 12th.

DATE:  Thursday, March 9, 2017

TIME:  9:00 a.m.6:00 p.m.

LOCATION:  322½ Queen Street West (between Spadina and Peter) 

MEDIA PREVIEW DETAILS: Walk through the store of the future and experience a stark contrast between two very different futures: one without a healthy bee population, and one celebrating what's possible if we join in the effort to Bring Back The Bees.

On-site comment with:

  • Renowned bee expert (and TED Talk star) Dr. Marla Spivak from the University of Minnesota Bee Lab;
  • 14-year-old youth eco-activist Hannah Alper, who says anyone can help regardless of age;
  • Vice President, Marketing for General Mills Canada, Emma Eriksson, on the Honey Nut Cheerios Bring Back The Bees campaign.

Bring Back The Bees 2017 builds on the success of last year's inaugural campaign, which saw initial targets surpassed and more than 100 million wildflower seeds given free of charge to Canadians. This year's goal is another 100 million seeds, with the intent of helping restore natural habitat for bees in all parts of Canada. For more information: www.bringbackthebees.ca

SOURCE General Mills Canada

For further information: For further information or to book a walk-through/interview, contact: Katie MacKay, Veritas Communications, kmackay@veritasinc.com, 416.955.4571; Mike Siemienas, General Mills, Media.line@genmills.com, 763-764-6364

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