Wildflower areas are increasingly used in both urban and rural settings to enhance landscape aesthetics and help the conservation of pollinators, whose dramatic decline threatens both ecosystem functioning and agricultural production. Consequently, today many ‘pollinator-friendly’ wildflower seed mixes can be found on the market. Criteria for the design of these mixes are focused on the ability of the plants to attract pollinators, whereas the identity of the plants themselves in terms of their alien or native status is often not adequately considered. Moreover, seed mixes often lack sufficient floral resources in the early spring and late-season months, which are important to sustain pollinators throughout their whole life cycle. In this study, we analyzed 36 ‘pollinator-friendly’ wildflower seed mixes commercially available in Italy in terms of (1) the abundance of native and alien species, (2) the occurrence of locally alien species with reference to three Italian geographic areas (northern, peninsular, and insular Italy), and (3) the flowering period of native and alien species. Most (83%) of the analyzed seed mixes contain species alien to Italy, with three of them also including invasive alien species. Among native species, many (41%) are locally alien to at least one of the geographic areas. Overall, native species provide earlier blooms than alien species and around 35% of the seed mixes lack blooms in early-spring (March) or prolonged throughout autumn (September-November). These findings highlight the widespread use of alien plant species in ‘pollinator-friendly’ wildflower mixes, which poses serious risks for biodiversity and habitat conservation, especially when sown in agricultural areas. We suggest a more careful design and use of such wildflower mixes, promoting a wider adoption of native seeds of local origin and a greater attention to the blooming period. If properly designed, wildflower mixes can represent an effective strategy for biodiversity conservation in both urban and rural areas.
