British wildflowers are in serious decline
Jo Malone London has announced a new partnership with the Royal Botanic Gardens, Kew to support its Grow Wild learning initiative to help preserve and protect British wildflowers.
The national learning resource educates on the importance of wildflowers and provides communities with resources and skills to transform spaces into blooming havens.
The organisation has involved over four million people since 2014 and was voted the UK’s best environmental project in 2016.
According to the RSPB’s State of Nature 2016 report over half of wildflower species are declining in the UK.
Jo Malone London’s support will help bring this initiative to more people across the UK, improving urban and unloved spaces and promoting health and wellbeing that can come from being around nature, it said.
The fragrance company has drawn inspiration from the British countryside for several of its scent collections including its new Wild Bluebell line.