13 years ago, Rotherham, England turned 8 miles of mowed roadside grass into a "river of flowers." In 2021, they added even more miles. The original scheme was commissioned by Rotherham Council in 2013, designed by Professor Nigel Dunnett at the University of Sheffield, and seeded with a 180-species wildflower mix along the central reservations of the town's main ring road. It replaced mowing that had been costing the council around £80,000 a year. Since then: the wildflower verges have saved roughly £23,000 to £25,000 per two-year mowing cycle, increased pollinator abundance, and inspired similar programs in Nottinghamshire, Derbyshire, Birmingham, Newcastle, and Sheffield. In 2021, Rotherham added 3.5 more miles across 12 new sites including Herringthorpe, Swinton, Harthill, and Maltby. They just keep expanding it. The UK has lost 97% of its wildflower meadows in the last 100 years. Most of what was lost was paved, plowed, or mowed. The verges nobody was using anyway turned out to be one of the largest untapped habitats in the country.