The B Corp certified children’s food specialist, Ella’s Kitchen has partnered with the RSPB to launch a 30 by 30 campaign to protect and restore 30 million square feet of nature-rich wildflower and grassland meadows by 2030.

The collaborative effort will bring to life a pipeline of projects now planned for the next seven years to maintain and restore these vital landscapes and protect the homes of birds, bees, and bugs, enabling Ella’s Kitchen to play a role in safeguarding the UK’s biodiversity and its food supply for future generations.

Under the partnership, the RSPB will share its knowledge, expertise, and networks to educate the brand on how to further embed nature throughout its business. The Ella’s Kitchen team will also tap into the resources that the RSPB provides so it can support parents and children to reconnect with nature and help protect wildlife across the UK.

Bees, butterflies, and other insects are crucial to food security, contributing to the production of one third of the food we eat. However, the UK has lost almost half its biodiversity since the 1930s, including 97% of wildflower meadows.

“With UK wildflower meadows so vastly depleted, it’s essential we create new areas of species-rich meadows,” read a statement from the RSPB. “Through a mixture of seed sowing, plug planting, and allowing natural regeneration, Ella’s Kitchen and the RSPB will convert land into meadows and grasslands that are alive with colour across the UK.”

Projects will span the length and breadth of the UK, from Oxford to the Hebrides, where Ella’s Kitchen and the RSPB will be “busy sowing, planting, monitoring, and protecting to deliver our ambitious target.”

“The work will also help protect existing wildflower meadows and grassland, vulnerable to climate change and erosion,” read a statement from Ella’s Kitchen. “This includes protecting and maintaining rare habitats, like the machair on the island of Tiree which is home to endangered insects including the Great Yellow Bumblebee (one of the UK’s rarest bees).

For the first three years of the partnership, the pair will be working to restore and protect 15 million square feet of land followed by the shared ambition to deliver a further 16 million square feet by 2030.

The campaign falls under the ongoing commitments of Ella’s Kitchen’s Big Pledge to Little People to drive real action to restore, rewild, and protect the planet for future generations. This same pledge sees the food brand commit to managing its impact on the climate through a science-based targets approach as it works towards reaching net zero.

“This partnership with the RSPB builds on our commitments to reduce our emissions and work to help champion nature to date,” said Ella’s Kitchen. “This includes setting near-term science based targets to reduce carbon emissions, our work with tree conservation and rewilding partners Trees for Life, and our recent commitment to make our pouches 73% fully recyclable at kerbside by the end of 2024.”