The Green Circles movement first emerged in 2013 as a partnership between the Heineken brewery and local farmers, aimed at enhancing the brewery's sustainability and resilience to climate change. Green Circles Bee Landscape launched in 2015 across five municipalities, encompassing both urban (e.g. the city of Leiden) and rural areas (such as Zoeterwoude, Kaag en Braassem and Alphen aan den Rijn). The region involved is characterised by peatland located below sea level and it faces rural challenges related to climate change-induced unpredictable weather and rising sea levels. The oxidation of peatland results in greenhouse gas emissions and ongoing soil subsidence, averaging 2 centimetres per year. Intensified agriculture and urbanisation have led to a loss of biodiversity. Farmers are exploring ways to improve sustainability while maintaining economic viability through engagement in new economic activities. The Green Circles Bee Landscape project was established by the Omgevingsdienst West Holland to address these issues, with a particular focus on providing tangible and practical solutions to enhance biodiversity and underscore its significance for the future of food production.

To improve the local and regional ecosystem by making insects the focal point for activities and through these to increase biodiversity as a pivotal point for soil health and food sustainability. Wild bee species are the main actors in this approach because of the important role they play in pollinating food crops. To attract them and safeguard their function, the project also aims to create an attractive living environment full of flowers.

The initiative started by establishing and overseeing a network of interconnected habitats for insects across various plots of land in the area, thereby creating the necessary ecosystem. The primary responsibility lies with municipalities, which manage public green spaces such as roadsides. Private landowners, including farmers, also play a role by employing more biodiverse grassland mixtures or sowing bee-friendly flower seeds along the edges of their fields. Another significant activity undertaken, led by Wageningen University and the National Insects Expert Centre, was the establishment of a helpdesk to provide information on biodiversity management. Once the network was established and information dissemination began, partner organisations, sometimes with the involvement of citizen groups, received support to implement specific local actions. Some examples of actions include: 

The initiative's success can be attributed to its pragmatic approach, prioritising practical solutions using the Green Circle methodology, and the choice of the wild bee as a symbol resonating with the local population. Effective coordination, facilitated by a central point, ensured seamless information exchange among partners, harnessing their diverse expertise. Notably, all partners, regardless of their size, urban or rural nature, or role, were equally valued. Rigorous monitoring conducted by academic experts bolstered the initiative's credibility, underpinning its overall success. 

A valuable lesson learned is the importance of aligning the approach and activities with stakeholders' policies and strategies to secure a long-term commitment to biodiversity management.