Convincing farmers to plant weeds.
The iconic monarch butterfly was in danger of becoming an endangered species due to habitat loss. But their migration path crossed acres and acres of unused farmland perfect for growing milkweed. So we used the BASF Monarch Challenge to fill those acres by convincing farmers that planting milkweed was the right thing to do not just for the butterflies, but for their businesses.
Farmers only want to do one thing with weeds — kill them.
Planting milkweed in non-crop acres not only helps monarchs, but it also benefits farmers' land.