Esure has supported the planting of 3 hectares of wildflowers in the UK in 2023-24

Esure is part of an imaginative and beautiful solution to the problem of the loss of flowers and pollinators in the UK. Not only are wildflowers attractive and beneficial to our well-being, but for the thousands of pollinating insects, wildflowers are critical.

Since 1940 we’ve lost ninety seven percent of our flower rich meadows and hundreds of our pollinator species are in decline. In areas, our local wildlife finds itself in isolated oases, walled in by agricultural land, urban landscapes, roads, and gardens.

Our solution is to restore B-Lines – a network of insect pathways along which we are restoring and creating wildflower rich habitat. These insect super highway created in partnership with GreenTheUK and Buglife will extend across the whole of the UK, allowing wildlife to move freely through our countryside and towns. Thanks to Esure, we have created a network of flower-rich pathways benefiting pollinators, other wildlife and people. Read on to find out more about their first planting site which was sown in June 2023, and keep an eye out for more information on their other sites later this year.

4,000 sq m of wildflowers planted in Rugeley, Staffordshire

Wildflower plugs were planted in Ravenhill Park in Rugely, Cannock Chase, covering 0.4 hectares with Redbrook Hayes Community School and Brereton Million.

With the help of the reception class from Redbrook Hayes Community Primary School, some tidying of the site was carried out before planting some lovely wildflower plug plants. This work supports a wider project happening in the area with Brereton Million, a local community group, who has planted an edible garden in the park as well as enhancing the habitat within and around the woodland on site. Altogether, the land eSure has helped to enhance makes up 0.4 hectares.

Wildflowers & Grasses Planted

Lady’s Bedstraw: Galium Verum

You can recognise this plant by the stunning clusters of bright yellow flowers which burst forth in the summer months and smell faintly of honey. When dried, Lady’s Bedstraw has a scent reminiscent of hay, and it used to be used to stuff mattresses, especially for women who were about to go into labour, which is probably how it got its interesting name. It was also commonly used to curdle milk to make cheese!

Black Medick: Medicago Lupulina

Also known as hop clover, this annual or short-lived perennial plant sprawls out along the ground and has small clusters of yellow flowers. The flowers are rich in nectar and attractive to bees; the blooms later turn into small black seed pods. Sheep like to graze on black medick, but cattle are not too fond of the taste.

Salad Burnet: Sanguisorba Minor

Salad burnet has a taste that is somewhat reminiscent of cucumber, making it a popular kitchen garden plant for use in drinks, salads, sauces and elsewhere. In the 1600s, English settlers took it with them to the New World where it quickly became a popular delicacy, and Thomas Jefferson was known to be a fan. He wasn’t the only one; Sir Francis Bacon suggested planting salad burnet along pathways to perfume the air.

Bladder Campion: Silene Vulgaris

This common wildflower gets its name from the balloon-like bulge that sits behind its petals. You can spot its white flowers growing in meadows, grassland and hedgerows between May and September. Bladder campion leaves are widely eaten in the Mediterranean; you’ll find bunches of them for sale in Cyprus, in Italy they are used to flavour risottos, while in Spain, they used to be added to the cold soup gazpacho.

Wild Carrot: Daucus Carota

This biennial herbaceous plant is closely related to the carrots we grow and eat today. If you dig up the roots early enough, they are edible, but by the time the flowers appear, they will be too old and woody to eat. Wild carrot flowers are small and white, which is how this plant got its other name: Queen Anne’s lace.

Common Cat’s-ear: Hypochaeris Radicata

These bright yellow flowers can be found growing in grassy areas all over the UK, from roadside verges to parks and meadows. This plant has an impressive rosette of leaves, which means it is often mistaken for the dandelion. The common cat’s-ear can be frustrating for gardeners, as it uses its strong root to anchor itself to the ground before springing up on lawns.

Cornflower: Centaurea Cyanus

This annual plant is native to Europe and best-known for its striking blue flowers which bloom from late spring into early summer. The cornflower’s vibrant petals are a magnet for butterflies and bees. The flower is also called “the bachelor’s button”; possibly because they were commonly worn by single men and women hoping to find love, or maybe because they resemble buttons that require very little sewing!

Cowslip: Primula Veris

You can recognise the cowslip by its clusters of drooping bell-shaped yellow flowers which make a cheery addition to meadows and woodlands. Cowslips are very strongly associated with springtime and Easter, thriving on chalky soils where they flower between April and May. They were traditionally picked to make May Day garlands and wedding decorations.

Field Forget-me-not: Myosotis Arvensis

You might well spot these small, pale blue flowers growing by the side of the road, or else on dry, arable land. Field forget-me-not seeds should be sown in the autumn, so that they can flower in the spring and summer, attracting bees, butterflies and other insects. According to Greek myth, it is so-called because when Zeus was naming the plants, this little blue flower feared being left out and shouted, “Forget me not!”.

Autumn Hawkbit: Leontodon Autumnalis

The autumn hawkbit shares part of its name with the dandelion because the two flowers are really very similar. This grassland perennial’s yellow rosette flowers are in full bloom from June to October. Unlike its hairy cousin, the rough hawkbit, the autumn variety has slender, almost hairless leaves.

Rough Hawkbit: Leontodon Hispidus

The rough hawkbit is a rather hairy plant which fares best in the full sunshine. It looks quite a lot like the dandelion and shares its famously diuretic properties. Hawkbits have a sweet smell, like honey.

Hoary Plantain: Plantago Media

You’re most likely to see this perennial in England between the months of May and August. The hoary plantain has a rosette of leaves at its base, a slim stem and delicate pinkish-white flowers growing out of a thick spike at the top. This plant grows best in dry grassland areas, especially where there is chalk or limestone soil.

Ragged-robin: Lychnis Flos-cuculi

Ragged-robin gets its name from its pink flowers which look almost as though they have been shredded. The number of these star-shaped wildflowers is declining here in the UK. They grow particularly well in damp places, where they are a haven for butterflies, bees and other insects.

Self-heal: Prunella Vulgaris

Self-heal’s bright purple flowers grow close to the ground in meadows and grasslands as well as by the side of the road and on lawns. It is in bloom between June and October. As you might expect from the name, this small plant has long been used in herbal medicine to treat a number of ailments.

Sheep’s Sorrel: Rumex Acetosella

Sheep’s sorrel leaves look a little like spinach, and they are widely used in salads or as a garnish. The plant has a citrus taste, so it features in both sweet and savoury dishes. Sheep’s sorrel grows quickly and has small, red flowers which are pollinated by the wind.

Common Toadflax: Linaria Vulgaris

The common toadflax has creamy orange and yellow flowers and is often found growing on wasteland and by the side of the road. It is very popular with bumblebees and honeybees. Common toadflax is also known by the nickname “butter-and-eggs” because of the colour of its petals.

Bird’s-foot Trefoil: Lotus Corniculatus

Bird’s-foot trefoil is already a pretty great name, but this plant has many other exciting aliases, including “hen and chickens” and “eggs and bacon”. These colourful names refer to the plant’s red and yellow flowers. Its seed pods are reminiscent of a bird’s claws.

Kidney Vetch: Anthyllis Vulneraria

Also known as lady’s fingers or devil’s claws, these slightly woolly-looking bright yellow flowers bloom from June to September. The kidney vetch thrives on sand dunes and cliffs and can be found dotted around the UK coastline. This plant used to be known as “woundwort” and was used as a herbal remedy for cuts and bruises

Yarrow: Achillea Millefolium

This hardy perennial has a slightly aniseed taste and can be made into tea; in the Middle Ages, it was used to flavour beer. Centuries ago, Yarrow was used to heal wounds and stop bleeding, but it was also thought to start nosebleeds, and still has the nickname “nosebleed plant”. Starlings and other birds use yarrow to line their nests.

Yellow-rattle: Rhinanthus Minor

This plant’s yellow flowers are in bloom from May to September. It makes a popular addition to any wildflower meadow, as it feeds off the nutrients in other grasses, reducing competition between species. Its seeds grow in brown pods which make a slight rattling sound.

Common Bent: Agrostis Castellana

This slightly wispy, bristly perennial grass grows quickly. It is also known as highland bent, and is often found on roadsides or in wildflower meadows. Common bent is what is known as a hyperaccumulator of zinc and lead, which means it can grow in soils with a high concentration of those metals.

Creeping Bent: Agrostis Stolonifera

As you might expect, this perennial grass creeps along the ground, then bends and grows upwards. It can be found growing in all sorts of locations, including ditches, meadows and wetlands. Specially managed varieties of creeping bent are often used on golf courses.

Crested Dog’s-tail: Cynosurus Cristatus

This common perennial grass grows in tufts in lowland areas where there isn’t too much water. Crested dog’s-tail is stiff and used to be used for making bonnets. It germinates quickly but takes quite a while to grow, so it doesn’t compete against and dominate other species in the wildflower meadow.

Sheep’s Fescue: Festuca Ovina

This narrow-leaved grass grows in tufts and is slightly spiky in appearance. It fares well in loamy soil and is often found growing in pasturelands where, as you might expect from the name, sheep like to graze on it. Sheep’s fescue has very dense bunches of roots, which makes it tricky for weeds to take hold nearby.

Smooth-stalked Meadow Grass: Poa Pratensis

This perennial grass species likes to grow in fertile, well-drained soil. It is a valuable pasture plant and is often used to make lawns in parks and gardens. Poa pratensis is also known as Kentucky bluegrass, and in the USA, it is used as a playing surface in both American Football and Major League Baseball.

Small-leaved Timothy: Phleum Pratense ssp Bertolinii

This grass is named after Timothy Hanson, an American farmer who introduced it to the United States in the early 1700s. Timothy grass is a common trigger for those who suffer from seasonal allergies, but its pollen has been used in the development of a hay fever vaccine. Timothy hay is a popular treat for many animals, from small pets to thoroughbred racehorses.