Electronics firm starts Ghaf tree planting campaign

Ghaf_Tree_Event_ENGBy Jamil Khan | DUBAI

IN the next one year, an electronic firm in the country has pledged to plant 5,000 ghaf trees across the UAE. It has launched a campaign which began with the planting of seeds for 100 trees in collaboration with partner organisations on Thursday.
Electrolux, a Swedish home appliances brand, launched its first-ever air conditioning range in the region and one tree will be planted on the sale of each unit. The central idea behind the campaign is to give back to the community.
As part of its campaign, Electrolux has pledged to plant 5,000 seeds of the ghaf tree in the first year of the launch of the air conditioner range. The ghaf tree, which is also the National Tree, is a major source of living for over 30 desert species and needs very little water, half litre a day in summer, and all its parts could be used for different purposes.
The brand has partnered with local NGO Goumbook’s Give a Ghaf initiative to carry out the planting. The endangered ghaf tree is seen as a regional symbol of wellbeing and Electrolux is playing its role in the preservation of the regional environment as part of the company’s overall commitment to the region and its initiative for cleaner, healthier living.
Tatiana Antonelli Abella, Managing Director of Goumbook and founder of the Give a Ghaf Tree Planting Programme, congratulated Electrolux for taking such an important step in the UAE. “Our research and experience have shown that just about everyone wants to help, but getting involved is the difficult bit. This partnership with Electrolux will amplify the efforts allowing hundreds of consumers to make the right choice and make a difference,” she said.
To kick off the campaign, Electrolux invited select media, regional influencers and internal management to plant the first 100 seeds at the Greenworks Nursery at Al Barari on Thursday.
The brand also aims to grow its commitment in terms of the number of ghaf trees planted year on year.
Graham Bremer, Electrolux Head of Marketing MEA & Turkey, said, “Electrolux is delighted to be partnering with Goumbook on this important initiative to preserve and protect the National Tree of the UAE. Sustainability is at the very heart of our business, and we have recently made a commitment to reduce our Greenhouse gas emissions by 50 per cent by 2020. This goal will be achieved mainly through thoughtful product design and manufacturing. Electrolux’s continued focus on its environmental impact has been duly recognised by the likes of DOW Jones sustainability index, FTSE 4 Good and numerous other leading environmental indices that measure the performance of industry leaders in sustainability.”
The “Give a Ghaf” Tree Planting Programme was initiated by Goumbook to raise public awareness about the ghaf tree and its values, while encouraging people to plant indigenous trees and save water.
Trees play a crucial role as fundamental components of the biodiversity that forms the foundation of the living networks and systems that provide us with health, wealth, food, fuel and vital ecosystem. They help provide breathable air, drinkable water, fertile soils and a stable climate.
-Published in The Gulf Today-Sharjah | May 30, 2015

~ by jamilkhan on June 2, 2015.

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