NooTrees Tree Planting Event
Lam Soon Singapore Pte. Ltd.
INTRODUCTION
The Company seeks to cultivate brands that emphasise integrity and trustworthiness. Lam Soon acquired bamboopulp paper brand NooTrees in 2017 as it fits in with the Company’s health and sustainability goal. The worldwide production of toilet paper is approximately 84 million rolls per day, which is equivalent to 27,000 trees; it takes about 30 years to grow a tree. The goal of NooTrees is to reduce deforestation and protect Mother Earth by replacing wood pulp with bamboo - one of the most sustainable materials. In line with such goal, the Company collaborated with Mandai Park Development (MPD) in the Plant-A-Tree initiative on Mandai Wildlife Bridge. Situated within the buffer zones adjacent to the Central Catchment Nature Reserves, the Mandai Wildlife Bridge will provide a safe passage for wildlife crossings between the two forest patches on either side of Mandai Lake Road, allowing local wildlife to thrive.
FRAMEWORK AND STRATEGY
total of 26 Lam Soon employees and eco-conscious influencers braved the rainy monsoon weather on the 8th November 2019 to carry out this initiative. During this event, over 60 saplings were planted. The Company leads by example, pledging to sustainability by participating in the actual process of tree-planting. This is highly aligned with NooTrees’ mission of conserving natural habitats through reduction in deforestation activities.ACHIEVEMENT AND IMPACT
The event received positive reception from all the stakeholders involved. Social media coverage was valued at $169,500 and it reached an audience of more than 200,000. Followers of the eco-conscious influencers were able to immerse in the experience despite not being physically present and this was critical in introducing and propelling NooTrees’ awareness in the local market as part of its first wave of marketing initiatives. Furthermore, this activity has helped the Company’s staff to better understand NooTrees and also the Company’s stance towards sustainability and care for the environment.FUTURE DIRECTION
With increasing environmental problems around the globe, there is an urgency to conserve Mother Earth. The Company recognises that a switch to eco-friendly products will take time. It therefore focuses its efforts in grooming the next generation with the environment in mind, particularly on the connection between paper consumption and deforestation. Further activation and engagement projects will be undertaken to reach out to students ranging from primary to tertiary level. Finally, the Company is actively working on expanding NooTrees product offerings to encourage consumers to make the switch to using sustainable products in every aspect of their lives.
Lam Soon is known for its quality products in the cooking oil, beverage,
organic food and household care categories. With market leading
brands, and an extensive sales and distribution network in Singapore,
Malaysia, Thailand and Vietnam, it is recognised as a major Fast Moving
Consumer Goods (FMCG) player in South East Asia.
