MANILA, Philippines. 05 May 2024 – The Jollibee Foods Corporation (JFC) continues to drive change through its corporate social responsibility arm, the Jollibee Group Foundation, Inc. (JGF), as it spearheaded a mangrove reforestation program with a string of tree-planting activities held in three coastal provinces.

Close to 4,000 mangrove trees have been planted by JFC employees: 2,250 mangrove propagules along the coastlines of Alaminos, Pangasinan and Carmen, Cebu; and 1,700 seedlings in Lemery, Batangas.

JGF President Gisela Tiongson emphasized that the reforestation initiative is part of JFC’s increased efforts to advance its global sustainability agenda called Joy for Tomorrow in line with the objective under the Planet pillar to help treat the planet responsibly.

“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.

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

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.”

Under the MOU, JGF has committed to “mobilize volunteer employees to participate in the conduct of environmental programs and activities in mangrove reforestation and extend its support to community-based mangrove protection and reforestation activities.”

This year, JGF will also be working on establishing the project as a sustained program in a move to further broaden the skill set, experience, and knowledge of JFC employees beyond their work. To further increase the area of mangrove habitat in the country, JGF is also planning to conduct mangrove planting activities in Visayas and Mindanao under strong community management