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In 2019, Seed, the direct-to-consumer probiotic in the dark green container — you've probably seen it on Instagram — launched Seed University, a program focused on microbiome education conducted entirely via Instagram Stories. The vision was to give creators factual information about products and prevent the further spread of misinformation on social media. The brand itself has 360,000 Instagram followers, while the @seeduniversity account has 13,000.