In the wake of bee population decline, which Defra says could wipe out Britain's colonies in a decade, the media have been churning out bee-based stories. And with the help of the Liberal Democrats deputy leader and shadow chancellor of the exchequer Vince Cable, the British Beekeepers' Association (known as BBKA) has secured £10m in research funding to help the insects, which perform such a vital role in plant pollination.

The Government has given £2m with the rest coming from the Biotechnology & Biological Sciences Research Council, the Natural Environment Research Council, the Wellcome Trust and the Scottish Government. The money will be spent on research into the Varroa mite, which transmits a lethal virus to bees, and on investigating other causes of bee population decline.

In the past few weeks alone there has been a collection of campaigns and media coverage from Jordans Cereals, BBC Gardeners' World, the RHS Chelsea Flower Show, Future Gardens and the Women's Institute.

But are garden centres capitalising on the tide of free publicity? Garden centre consultant Eve Tigwell does not think they have been doing so. "It's a real missed opportunity," she says. "I have just come back from Denmark and, unfortunately, they are much better at (promoting) it than we are. At the Asmild centre I visited they sold locally produced honey. It is their highest-profit-per-square-foot product group."

Reflecting the media focus, Tigwell suggests that garden centres should focus on bee-friendly plants.

"I would recommend having a full bee section," she adds. "Centres tend to have a small wildlife section, but without much focus on bees. Giving customers a list of plants that they can go out and get for bees is a good idea. It could be mentioned in the customer newsletter and (centres) could create a large display, preferably on a hotspot.

"It's one of those opportunities to look at what's interesting the consumer, and wildlife is really up the agenda. Most (centres) stock bird products, so it's just about taking the next step."

Slightly more cautious in his support is garden centre consultant Andy Campbell. He says he could forgive a missed opportunity in the face of a very busy spring: "Bees are an opportunity that they can exploit, so my advice would be to present ranges and displays that attract wildlife, not necessarily just bees, and exploit the media campaigns.

"Highlight bee-friendly plants, bringing together a collection of plants using point of sale, talks, events and in-store announcements. They could be capitalising on it more, but garden centres have been incredibly busy."

Some garden centres have woken up to the opportunity by organising bee events this summer. Wyevale Garden Centres is hosting an insect weekend later this month. Staff at 122 stores will be hosting displays, handing out free children's activity sheets and offering advice about attracting insects to the garden.

Wyevale marketing director Lorrie Robertson says: "Selling bee-friendly plants and products is obviously good for the garden centres. However, we also wanted to focus our resources on doing something that would have a positive impact on the environment, as well as the horticultural world."

Despite this, the chain has no plans for a permanent bee display.

Dunscar Garden Centre, near Preston, Lancashire, has launched a summer of events including lectures from the local beekeeping association, a "planting for bees" display, free fact sheets for customers, discount bee boxes and a mock menu for bees.

General manager Shaun Lewis has even enrolled on a bee-care course so the store can keep its own colony. It appears to be paying off, particularly given the publicity coup of getting former Conservative chancellor Kenneth Clarke MP to back its campaign.

Lewis says: "I couldn't say how much of a difference the bee stuff is making because we don't collect that information, but there has been a lot of customer interest in it, so I would imagine it has boosted sales. We have had extensive enquiries as a result of the campaign."

And the interest shows no sign of abating. The BBKA press-office workload has risen and its membership has grown by 40 per cent over the past two years.

A BBKA representative says: "We are delighted at both the public and media response. We keep getting emails from all over the country from people offering space in their gardens for bee hives.

"I find it extraordinary the number of journalists contacting me for information on how to save our bees. Only yesterday we had a journalist from the Channel 4 food website contact us for a list of bee-friendly plants."

MEDIA COVERAGE

June 2009 David Bellamy launches Future Gardens, a butterfly and bee-friendly site in Hertfordshire

June 2009 Women's Institute passes resolution for bee-friendly planting

June 2009 Jordans Cereals launches Big Buzz Campaign (see p8)

May 2009 Gardener's World plants bee-friendly garden

May 2009 British Beekeepers' Association launches Philippa O'Brien-designed Chelsea garden, featured on the BBC Breakfast programme

May 2009 Guardian readers' offer for bee- and butterfly-friendly plants

March 2009 Blue Peter gives away 25,000 bee-friendly seeds

January 2009 The Co-operative launches Plan Bee and starts a wild-flower seed giveaway

BEE-FRIENDLY PLANTS

Blackberry
Foxglove
Hawthorn
Hollyhock
Honeysuckle
Lavender
Marigold
Raspberry
Rosemary
Rose
Sunflower
Zinnia