Danish supermarket group, COOP’s Crowdfunding initiative has raised 82 700 DKK to benefit the South African-based Tree-preneur project, which teaches people from the Cape’s impoverished communities to grow and care for indigenous trees and plants.
This follows a 60-day campaign which aimed to raise 15 000 trees (or DKK 75 000). Consumers could donate from 10 to 8000 indigenous trees each, with some choosing Spier’s Million Trees wine range as a reward for their contribution.
On the very first day an unexpected 5850 trees, 39% of the total, were donated. The total funds raised at the end of the campaign was DKK 82 700, 110% of the original target.
The funds will be used as livelihood support— such as food vouchers, agricultural tools, bicycles, educational support and other essentials and will support more than 100 Tree-preneurs for a year.
Tree-preneurs is part of Spier Growing for Good: a range of learning initiatives that empower our communities to create positive social and environmental change.
“The Growing for Good learning initiatives reminds consumers that, by choosing Spier, they are contributing to a positive social and environmental impact. Their support ensures we can continue to invest in initiatives that make a meaningful difference,” says Andrew Milne, Spier’s CEO. “Our focus on learning is because of its ability to unleash the potential of people, catalysing a ripple effect of change that goes far beyond Spier.”
The driving force behind Tree-preneurs is Lesley Joemat, a Spier employee who has built a personal relationship with growers, visiting them on a weekly basis to distribute seeds, containers, soil and compost, and to offer advice on growing trees. She is passionate about the people involved, as well as the positive impact that growing trees has on the environment.
This initiative isn’t only about uplifting the communities in which it operates: through key collaborations, its efforts are having a far-reaching impact on the health of Stellenbosch’s environment.
To celebrate Tree-preneurs, Spier launched A Million Trees last year. This is a range of wines showcasing some of South Africa’s best-loved cultivars and their unique flavours. Currently the range features a beautifully balanced Chardonnay and a classic South African Pinotage; both are exclusively available in Denmark.