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Hennessy launches reforestation programme

LVMH-owned Hennessy Cognac has unveiled a forest regeneration programme to raise awareness of the importance of trees for the global ecosystem.

The Forest Destination project will involve regenerating Braconne Forest in Charente

By Alice Brooker

The Forest Destination regeneration programme falls under the Cognac house’s commitment to regenerate 50,000 hectares of forest worldwide by 2030 through a number of projects.

Forests and trees absorb the equivalent of two billion tonnes of carbon dioxide on an annual basis, said the brand report, citing

“Hennessy has always maintained a long-term vision, seeing far into space and time,” said Laurent Boillot, president of Hennessy.

“Today, the future of humankind depends on our ability to take up the daunting challenge of preserving and regenerating forest ecosystems. This task goes far beyond individual interests.

“With Forest Destination, we want to act, participate in a collective movement and contribute concretely to the common good.”

Steps within the programme include a 10-year partnership with Reforest’Action, a B-Corp certified company committed to preserving and creating forests around the world.

Hennessy is also working with the Official National des Forêts (ONF), a government agency that manages forests and biological reserves. The partnership will look to regenerate the Braconne Forest in Charente, western France, which was devastated by Storm Martin in 1999. The project will see 27,055 oak saplings replanted across an area of 25 hectares.

Meanwhile, in Kenya, the brand is working with partner Trees for Kenya to support reforestation on Mount Kenya, involving the planting of 400 hectares with 150,000 trees.

In Madagascar, Hennessy has committed to planting 60,000 saplings with local partners. In Oregon, US, the brand has agreed to support the replanting of 100,000 trees to help recuperate the loss of forests from fires that occurred between 2020 and 2021.

Last year, Hennessy helped to plant more than 2.2 million trees in projects around the world.

Earlier this month, the Cognac brand partnered with recording studio Abbey Road for its Music Photography Awards (MPAs), celebrating music scenes across the globe.

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