Inspired by the Year of Zayed, Procter & Gamble joins hands with consumers to purchase and plant thousands of Ghaf trees to eliminate the UAE’s national tree from the list of endangered species
Dubai, UAE, 30 July 2018: Procter & Gamble (P&G), Carrefour and the Give a Ghaf Tree Planting Program by Goumbook invite UAE consumers to come together and break yet another Guinness World Record by planting 20,000 seeds simultaneously in one hour. Consumers are invited to participate in the world record attempt at JA Jebel Ali Beach Hotel in Dubai on August 2nd, 2018 at 9:30 AM. The seeds will be planted into small pots, which will be replanted in a mosaic that resembles the Year of Zayed logo from an aerial point of view as tribute to the year-long initiative.
This symbolic gesture underlies the greater cause of eliminating the Ghaf tree from the list of endangered species. P&G and Carrefour are giving shoppers the chance to positively impact the Ghaf tree population, by pledging to plant one tree for every P&G product purchased at Carrefour stores nationwide between July 26 and August 4, 2018.
“P&G saw an opportunity to make a tangible difference in the UAE by joining hands with Carrefour and Give a Ghaf Tree Planting Program by Goumbook to empower shoppers to directly contribute to a brighter future. Participation is straightforward, every time a shopper purchases any P&G product from a Carrefour store a Ghaf tree will be planted,” said Mohamed Khalil, Director Gulf Markets, Procter & Gamble. “Our Guinness World Record attempt serves as an extension of our commitment to the environment in this region. We continue to look for new ways to not only make a positive social contribution as a company but get customers excited about being a part of a meaningful social cause.”
“We are pleased to be collaborating with P&G in a way that allows us to engage with shoppers for the greater good. Carrefour UAE has incorporated environmentally friendly objectives in its business across the entire value chain, including purchasing, logistics, and quality control and more in line with Majid Al Futtaim’s overall Net Positive sustainability strategy This initiative is a reflection of our commitment towards achieving these sustainability goals and we look forward to a successful outcome,” said Miguel Povedano, Chief Operating Officer of Carrefour UAE and Head of Operational Excellence at Majid Al Futtaim Retail.
His Highness, the late Sheikh Zayed Bin Sultan Al Nahyan (peace be upon him) once said, “Cut a path, but don’t cut a tree.” Sheikh Zayed reflected the link between the environment and human well-being and that we must coexist so that our progress does not come at the cost of resources that are vital for future generations. The Ghaf tree plays a crucial role in solving desertification in the UAE by stabilizing dunes while improving the quality of soil, therefore it’s important that every measure be taken to ensure its survival.
As part of Leave Your Mark campaign, P&G and Carrefour are giving shoppers an easy way to make a ‘green’ contribution through the simple act of purchase – for every P&G product purchased at Carrefour shops between July 26 and August 4, P&G will plant a Ghaf tree.