Justin’s, a category leader known for crafting delicious, real-food products that contribute to the world in a positive and meaningful way, has officially announced the launch of a new pollinator-friendly badge, which will be showcased across all JUSTIN’S® packaging. To understand the significance of such a development, we must start by acknowledging how out of every three bites of food we eat depends on pollinators like bees, as they pollinate a wide range of plants we know, including crops like almonds. Anyway, about one-third of the human diet is also derived from insect-pollinated plants, with honey bees being responsible for 80 percent of this pollination. Having said so, due to factors like climate change, pesticides, and habitat loss, honey bees are currently dying off at an alarming rate. You see, just between April 2022 and April 2023, U.S. beekeepers lost an estimated 48.2% of their managed honey bee colonies. In response, Justin’s is not only introducing a pollinator-friendly badge, but it is also celebrating National Pollinator Month by donating $25,000 to Project Apis m, thus enhancing fund research on improving bee health and vitality. Complimenting the same is Justin’s decision to launch a digital campaign, which will creatively showcase the crucial role that pollinators play in our food system. This campaign would involve material as demonstrated by a “Help Justin’s Help the Bees” video which asks viewers to watch what happens when Justin’s removes the one in three bites of food on restaurant diners’ plates that relies on pollination.
“We hope that by continuing to create awareness about the important role of pollinators in our food system, we can collectively help protect our buzzy little buddies,” said Penny Andino, vice president of marketing at Justin’s. “Pollinators are an essential part of the ingredients we use in our products and our food system overall. We’re proud to take National Pollinator Month as a time to celebrate their importance. Now with the introduction of our new pollinator-friendly badge, consumers can also identify that Justin’s supports pollinator protection year-round.”
The development in question delivers a rather interesting follow-up to Justin’s recent partnership with The Almond Project, a farmer-led organization created to pave the way towards a more resilient future for almonds. By formalizing the stated partnership, Justin’s joined the likes of Pacific Ag Management, Treehouse California Almonds, White Buffalo Land Trust, Simple Mills, Daily Harvest, and Cappello’s. At the same time, it also joined their shared mission to preserve natural resources, enable ecosystem regeneration, protect farming communities, and ensure the livelihood of nutritionally-rich almonds for generations to come.
