Commits to Help Restore the Country’s Mangrove Ecosystem
Employee Volunteerism. Employees from Jollibee North Luzon District 1 participate in a mangrove tree planting project in Alaminos City, Pangasinan.
Through the Jollibee Group Foundation, Inc. (JGF), the corporate social responsibility arm of Jollibee Foods Corporation (JFC), is still driving change. JGF led a mangrove regeneration campaign that included a series of tree-planting events that took place in three coastal provinces.
Employees of JFC have planted over 4,000 mangrove trees: 1,700 saplings in Lemery, Batangas, and 2,250 mangrove propagules along the shores of Carmen, Cebu, and Alaminos, Pangasinan.
Protecting shorelines. Last year, 212 employee volunteers participated in a string of tree-planting activities. The photo shows some Jollibee employees who volunteered planting mangrove propagules in Lemery, Batangas.
The reforestation project, according to JGF President Gisela Tiongson, is a component of JFC’s stepped-up efforts to further its global sustainability strategy, Joy for Tomorrow, in keeping with the goal under the Planet pillar to support responsible planet-stewardship.
“JFC’s 45th anniversary last year marked a special milestone that inspired us to step up our effort in creating value for our stakeholders and in giving back to the environment,” said Tiongson. “Through this mangrove reforestation program, we aim to help restore the mangrove ecosystem and build a more resilient future for our fellow Filipinos living in coastal communities.”
Strengthening collaboration
JGF has collaborated with national agencies and local community partners to ensure that the mangrove planting activities are done correctly using the right species that are planted in the right site and in the right season—all these considerations are crucial in ensuring mangrove survival and propagation.
To bolster its commitment to expand its Mangrove Reforestation project in 2024, Jollibee Foods Corporation and Jollibee Group Foundation has signed a Memorandum of Understanding with the Department of Environment and National Resources (DENR). Present during the signing were (L-R) Jollibee Group Foundation’s President and Executive Director Gisela Tiongson, Jollibee Foods Corporation’s President and CEO Ernesto Tanmantiong, DENR Secretary Maria Antonia Yulo Loyzaga, and Jollibee Foods Corporation’s Vice President and Head of Public Affairs, Atty. Raul Academia.
Tiongson recognized the support provided by DENR SCIS-Strategic Alliance and Environmental Partnership Division, DENR-Environmental Management Bureau, DENR Region 7, City Environment & Natural Resources Office (CENRO) of Cebu City and Carmen, and CENRO Calaca, Batangas. “We are grateful for their assistance and for guiding us throughout the activities, as well as the People’s Organization in Cebu for the mangrove seedlings,” she said.
Fostering employee engagement
Treating the Planet Responsibly. Zenith Foods Corporation and Red Ribbon – Mandaue City employee volunteers plant mangrove propagules in Carmen, Cebu.
The reforestation program was started in 2023, with over 200 employee-volunteers from Jollibee, Greenwich, Red Ribbon, Zenith Foods Corporation, and Jollibee Worldwide Services Logistics. This also formed part of the Company’s engagement program for its employees and JFC’s 45th anniversary activities.
To bolster the project, JFC’s President and CEO Ernesto Tanmantiong and JGF’s Tiongson, signed a Memorandum of Understanding with DENR Secretary Maria Antonia Yulo Loyzaga on April 19.
Tanmantiong emphasized, “We are cognizant of the climate emergency we are in, and hence, we are taking steps to contribute to climate mitigation in the work of JGF, together with the company. To this end, we will be investing in mangrove reforestation initiatives with the help of our employee volunteers. And we will be supporting communities in mangrove management.”
In line with the MOU, JGF pledged to “extend its support to community-based mangrove protection and reforestation activities and mobilize volunteer employees to participate in the conduct of environmental programs and activities in mangrove reforestation.”
This year, JGF intends to expand the knowledge, expertise, and skill set of JFC staff members beyond their job duties by working toward establishing the initiative as an ongoing program. JGF also intends to carry out mangrove planting operations in Visayas and Mindanao under strict community control in order to further expand the nation’s mangrove ecosystem.
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