Diageo, the world's leading premium drinks business, announced the launch of its 'One Million Trees' initiative at a press conference at the Four Seasons Hotel . This initiative is the first step in Diageo's seven-year environmental leadership program.
Diageo pledged to donate one million pine and oak seedlings and trees to different municipalities and NGOs to be planted across Lebanon, further contributing to its rich and diverse environment. The initiative aims at enriching Lebanon's ecosystems and encouraging interested bodies to play an active role in keeping the country green.
The initiative was organized in collaboration with the Association for Forests, Development and Conservation (AFDC) and under the patronage of the Ministry of the Environment. The launch was also attended by NGOs and municipalities interested in receiving and planting the trees, Diageo partners and employees, as well as the Head of Asia Pacific at Diageo, Gilbert Ghostine.
"Deforestation is a serious issue in Lebanon and Diageo's initiative will go a long way towards combating its detrimental effects on the environment," Ghostine said, adding: "Ever since its establishment in Lebanon in 1995, Diageo has contributed towards the preservation and appreciation of Lebanon's environment and this initiative further confirms our ongoing commitment to keep Lebanon green."
Moreover, in revitalizing Lebanon's forests, Diageo hopes to give momentum to sustainable development projects across the region. In 2011, Diageo established nurseries in the Shouf area in preparation for the current project; the nurseries can produce one million seedlings per year. Diageo will continue its program through partnerships with the government, NGOs and the private sector over a period of seven years, further leveraging its nursery, market partnerships and alliances.
Diageo's environmental drive within Lebanon dates back to 1997, when it donated aerial firefighting equipments to the Lebanese army to combat forest fires. Today's initiative is actually the second of its kind carried out by Diageo; in 1998, the company launched its first 'One Million Trees' project, and distributed seedlings to various municipalities around the country. Diageo has again demonstrated its continued commitment to sustainability in the region.
