Ellie Goulding’s Served unveils green project
Singer Ellie Goulding’s hard seltzer brand Served has partnered with two companies to launch a tree-planting initiative.
Served hard seltzer is collaborating with bar group Darwin & Wallace and carbon-offsetting platform Ecologi to raise awareness of environmental protection through the planting of trees and restoring of coastal wetland. Ellie Goulding acquired a ‘significant’ stake in the drink brand last year.
The project, which will run from Earth Day (22 April) until 31 May this year, will aim to increase awareness for protecting and preserving the environment.
A tree will be planted for every Served hard seltzer sold in Darwin & Wallace bars, which include London-based The Address in Battersea Rise, and No. 32 The Old Town in Clapham.
Ecologi will be matching the number of trees planted by Darwin & Wallace over this period in order to maximise the impact of the campaign.
Dean Ginsberg, co-founder of Served, commented: “We are excited to be joining forces with two great businesses that are built on principles of sustainability, and to help make an impact through reforestation and coastal wetland restoration.
“As a business we have a responsibility to lead by example and we are extremely proud to have offset more than 50 tonnes CO2 equivalent and planted more than 1,600 trees in the last 12 months.”
The trees planted by Darwin & Wallace will be based across sites in Kenya, Madagascar, Mozambique, and Uganda.
In Kenya, fruit-bearing trees such as avocado, lemon and papaya trees will be planted.
Meanwhile, in Uganda, the project will aim to plant forest gardens in the Mount Elgon region, where local farmers are supported and trained to establish and look after their forest gardens over a period of four years.
Coastal wetland restoration will be taking place in Mozambique and Madagascar, with a focus on mangrove planting to combat the on-going degradation of the species’ forests.
Linda Adams, head of partnerships at Ecologi, said: “We are really excited to partner with two brands that have sustainability at the heart of their businesses and look forward to seeing the impact that we can make together. We hope that this partnership will inspire other businesses to play their part in this collective effort to combat climate change.”
Ecologi’s reforestation and restoration projects are said to be community-driven, with the firm working with local communities to establish planting sites and employing community members to plant trees.
Jessica Closs, brand manager, Darwin & Wallace, commented: “Great tasting, great looking and flavoured with wonky fruit that would otherwise go to waste, we love Served. We are delighted to partner with two fantastic brands, in addition to the fantastic credentials of Served we get the opportunity not only to raise awareness but plant a Darwin & Wallace forest.”