We are located in the Cologne/Bonn area, not far from the Deutsche Telekom headquarters, and just a stone’s throw away from Cologne/Bonn airport. Right here, we have taken over 40 hectares of land – an area equivalent to 56 football fields – as sponsors: With 21 million flower seeds, we are creating so-called flowering islands in the shape of our T logo and the #greenmagenta inscription.

What at first glance might look like a large advertising space has a completely different purpose – and, above all, a concrete benefit. Because the lettering and the logo made of native flowers and wild blooms mutually enable a completely new form of sustainable coexistence. The brightly magenta-blooming flower fields will become the new home for bees, butterflies, and many other insects. Living biodiversity that we can see, touch, and literally “grasp”. Another positive side effect of Magenta Blossom: The plant diversity and numerous insects improve the quality of the farmland.

In the midst of conventional cultivation with around 3.25 million sugar beets, 21.7 million wildflowers will grow over the next few months. An impressive and widely visible example of lived sustainability in harmony with agriculture, nature conservation, and economics. Because the preservation of biodiversity is an indispensable component of genuine and sustainable development. And what better thing can happen to nature than to let it blossom?

“We are the leading telecommunications company in Europe. We also want to lead when it comes to sustainability,” says Tim Höttges. “We have set out in large and small steps. Among other things, we pursue ambitious climate goals. With the ‘Magenta Blossom’ project, Deutsche Telekom is sponsoring nature. It is a small contribution in a large format to the protection and promotion of biological diversity.”