KENYA – The Kenya Breweries Limited (KBL) through its beer brand White Cap Lager has pledged Ksh1 million (US$8,900) towards a conservation drive dubbed the Mt Kenya Summit Challenge, promoting tree-planting and environmental conservation.
The drive is aimed to raise awareness and support the reforestation agenda under number 13 of the Sustainable Development Goals.
It targets to plant more than 50,000 trees across the Mount Kenya ecosystem, which plays a critical role in water catchment for the country and is one of the five main “water towers” of Kenya, alongside the Aberdare Range, Mau Complex, Cherangany Hills and Mt Elgon, reports Star News.
This activity ties into the continued push for sensitisation of the Mt Kenya communities on the afforestation agenda.
The area has seen increased deforestation and land degradation in the recent past which has led to a negative impact on climate change within this ecosystem.
Speaking at the sponsorship announcement, Acting EABL, Head of Marketing, Beers Jean Okech-Nyawara, expressed her satisfaction around the unique initiative to raise awareness on the reforestation agenda.
“The role that afforestation plays in the improvement of damaged ecosystems such as the one around Mount Kenya cannot be understated.
“We embark on this partnership with the intention of restoring, mitigating land degradation and desertification, and by extension, eradicating poverty through empowering the people that live and acquire a livelihood in these areas
“Our aim is, therefore, to support this ecosystem environmental conservations and empower these communities towards a sustainable future,” Nyawara said.
White Cap Lager is a brand that has a special connection with the snow-capped peaks of Mt Kenya.
The tree-planting initiative comes in wake of the KBL’s recent launch of their inaugural sustainability report that is an overview of the processes and mechanisms that the brewer has instituted to support communities and sustainable businesses.
The report also highlighted the company’s climate change agenda where they have actively championed the use of 82 per cent renewable energy across their sites in Kenya and in the wider East African region.
KBL is also currently providing capacity-building training to over 60,000 farmers through agricultural skills and resources for sustainable farming.
KBL unveils campaign to reconnect Kenyans during festive season
Meanwhile the alcohol beverage maker has launched a festive campaign called Turn on the Spirit of the Season, which highlights the importance of re-creating memorable moments over the festive season.
The campaign is centred on Kenyans’ desire to return to reconnect with their friends and families over the Christmas season, following the easing of nationwide pandemic-related restrictions that have impacted the way people celebrate across the hospitality industry.
KBL’s Acting Marketing & Innovations Director, AnneJoy Michira said the campaign will help consumers reconnect with family and friends over the festivity period.
“We are proud to have been at the forefront of bringing Kenyans together for nearly a century, consciously promoting activities that encourage the celebration of special occasions such as Christmas. Following a difficult 18 months of disruptions in the way Kenyans celebrate we are pleased to launch this,” Michira said.
Under the campaign, KBL has launched its 2021 Festive Gifting catalogue, which will provide Kenyans above the legal purchase age with a wide range of alcoholic beverages to gift to their loved ones throughout the festive season.
Available on KBL’s website, digital platforms and social media, it will aid consumers in selecting the appropriate gift for the upcoming festive season.