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One of the most unique things about grassroots movements that a lot of people don’t realize is that they have the potential to pick up some pretty incredible, and oftentimes unexpected, allies as they grow in size and scope.

Along the way, these new allies lend their own talents, perspectives, advice and more the movement. And sometimes, these allies end up being pretty influential simply by being themselves, as many people have especially noted with celebrities. Most celebrities, love ’em or hate ’em (and love or hate the system for that matter), are one-man or one-woman media outlets with the ability to sway countless thousands of people with one or two sentences in the midst of any interview.

And when Morgan Freeman, he of the million-dollar voice that oozes familiarity and comfort, speaks about how important it is to take care of the bees, people listen.

Morgan Freeman is Now “One With The Bees”

Joking with host Jimmy Fallon in the 2014 video clip below that he had essentially become “one with the bees” since he turned his 124-acre ranch in Mississippi into a refuge for them. Freeman has begun beekeeping and spends his days feeding them with sugar and water. His gardener also chips in by planting acres and acres of bee-friendly plants including clover, lavender and magnolia trees. Despite the age of the story, it has been quite popular on social media since being re-shared by the Facebook page The Free Thought Project, and stands as another important endorsement of the importance of bees at a time when plenty of help is still needed.

Freeman has said that he is especially concerned about the declining numbers in the bee population which is a big part of the reason why he decided to start keeping them.

“There’s a concerted effort to bring bees back onto the planet…We do not realize that they are the foundation, I think, of the growth of the planet, the vegetation…” he said according to this article. Unfortunately, humans and the chemicals used by companies like Monsanto and Syngenta have been major contributors to bee die-offs. But thanks to Freeman and others like him from urban centers to rural oases taking this problem personally and working to save them in their own unique ways, we may be making some progress. Find out how Freeman becomes “one with the bees,” why he doesn’t even wear a beekeeper’s outfit and more in this clip below: