Being the ultimate beneficiary of ecosystem services provided by on-farm agricultural biodiversity, the participation of farmers in its sustainable utilization and conservation is crucial. How much aware they are with the significance and conservation of agricultural biodiversity in order to improve their crop yield remains unclear, especially from the developing courtiers. Pollination is one of such ecosystem services, enormously contributed by the wild bees. In the present study, we have investigated the knowledge of farmers about bees and pollination in general in three districts i.e. Multan, Bahawalpur and Khanewal of southern Punjab, Pakistan. Some 300 farmers (100 cucurbit growers in each district using convenient sampling method) were interviewed using a semi-structured questionnaire. Respondents were first presented with a box of insect specimens and then were asked to identify bees among those. Those who identified correctly were asked to state about their nesting sites. Only 11% of the respondents could correctly identify the bees and half of them could report something about nesting sites. A majority (63%) of the farmers was unable to tell fertilization requirements in cucurbits, 59% could not distinguish female flower from the male flower and 64% could not state any benefit of bees. However, upon briefing about the significance of bee pollinators, 58% of the farmers showed eagerness to conserve bees at their farms. Keeping in view the inadequacies of farmers' knowledge about wild bees and pollination in general, the present study also gives some policy recommendations.