P&G and Carrefour Unite to Help Eliminate the Ghaf Tree from the Endangered Species List and Break a Guinness World Record
To honor The Year of Zayed, the Leave Your Mark campaign contributed to planting one Ghaf tree for every P&G product sold at Carrefour UAE stores over the last 11 days
Dubai, UAE, 2 August 2018: In line with the Year of Zayed initiative, Procter & Gamble (P&G) and Carrefour UAE planted one Ghaf seed for every P&G product purchased at Carrefour UAE stores nationwide. This effort comes as part of Leave Your Mark campaign, through which P&G encouraged shoppers to record a video message at selected Carrefour outlets pledging to make a difference to the environment. P&G also partnered with the Give a Ghaf Tree Planting Program and brought together 100 UAE residents to break the Guinness World Record for the most seeds planted simultaneously within one hour.
The planting of the Ghaf seedlings took place in the presence of His Excellency Dr Thani bin Ahmed Al Zeyoudi, Minister of Climate Change and Environment. Highlighting the significance of the Ghaf tree to the nation, the Minister said: “Ghaf is regarded as the national tree of the UAE and I’m delighted to see an initiative such as Leave Your Mark take root on the 100th birth anniversary of the founding father of our nation, the late Sheikh Zayed bin Sultan Al Nahyan. Our strategic partners in the private sector play an active role in environmental sustainability and by launching this initiative, the seeds planted here today will literally grow into a forest of ghaf trees to benefit this land and our children for generations to come.”
“We aspire to build a better world, within P&G and within the communities around us. Every day, we work to be a force for good and a force for growth, and today our ambitions are realized in not only breaking a world record for a great cause, but also raising awareness about the plight on the UAE’s national tree, and not only encouraging communities to become part of the solution, but facilitating it as well by planting thousands of Ghaf trees,” said Mohamed Sultan, Vice President Arabian Peninsula, Procter & Gamble. “In this way, we are also able to pay homage to Sheikh Zayed and his endeavors to always save the tree.”
The Father of the Nation, the late Sheikh Zayed Bin Sultan Al Nahyan, was once quoted to have said, “Cut a path, but don’t cut a tree.” Since then, the UAE has recognized the importance of the link between the environment and human well-being. This story inspired P&G and MAF Carrefour’s initiative: Leave Your Mark.
The 20,000 seeds planted during the World Record Attempt represented a major milestone for P&G and Carrefour UAE. The potted seeds were replanted in a mosaic to show the likeness of the Year of Zayed logo when viewed aerially as a tribute to the Father of the Nation and his vision of a sustainable future.
“At Carrefour the issue of climate change and sustainability is one that we seek to address every day as part of Majid Al Futtaim’s overall Net Positive Strategy - with our customers, suppliers and partners. We acknowledge that this is a battle that requires a collaborative efforts to succeed, therefore we’re proud to be a part of P&G’s Leave Your Mark initiative, while adding yet another page to the Guinness World Records book. To all our customers that purchased P&G products from our stores, thank you for your contribution, together we can help make the world a greener place for all,” said Miguel Povedano, Chief Operating Officer of Carrefour UAE and Head of Operational Excellence at Majid Al Futtaim Retail.
The Ghaf tree has multiple functions in the UAE desert, and is considered by scientists to be a solution to desertification by stabilizing dunes while improving the soil. Due to urbanization, the tree is on the endangered species list, and by cultivating thousands of Ghaf seeds in the UAE, P&G is working to preserve the tree and its rich heritage.
“Planting the Ghaf tree is very symbolic, especially this year being the Year of Zayed: Sheikh Zayed’s vision set the foundations of modern development in the UAE while preserving its unique cultural and social heritage through a strong set of values, that we aim to support in all our initiatives” added Tatiana Antonelli Abella, Founder and Managing Director at Goumbook. “The Leave your Mark campaign represents an important partnership that goes beyond borders and encourages five of the seventeen UN Sustainable Development Goals: Climate Action, Life on Land, Sustainable Cities and Communities, Responsible Consumption and Production, and Partnerships for the Goals.”
P&G has a history of breaking Guinness World Records in partnership with Carrefour UAE. Last year, thousands of UAE residents broke the Guinness World Record for the longest line of photos, as part of the Great Moments campaign, the world’s largest campaign that enabled people in the UAE to express joy for moments of togetherness. The record-breaking line of photos measured 1613.328m in length, and was mounted in the atrium of Dubai Festival Mall, for all to see. In 2016, the two companies joined forces to recognize moms and create the world’s longest greeting card as part of the Thank you mom, for raising a champion; a global campaign organized to celebrate athletes in the 2016 Olympic Games.
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