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A nationwide network of "bee roads" will be planted to provide corridors of wildflowers for insects if landowners support a scheme launched on Tuesday.
The project will provide a new habitat for bees, hoverflies, butterflies and moths.
The first so-called "bee roads" will be created in Yorkshire with the help of £60,000 donated by the Co-operative.
The project envisages two corridors of wildflowers stretching north to south and east to west across Yorkshire.
Land will be seeded with species such as lesser knapweed, field scabious, birdsfoot trefoil and red clover.