Media Release - Trees by the Shore 2009

Trees by the Shore: a New Partnership between Irving Tissue and Tree Canada

(May 30 – Moncton, NB) Irving Tissue, through their Majesta brand of paper products, has teamed up with Tree Canada, the country’s largest tree planting organization, to create a new partnership aimed at delivering a unique tree planting program to Canadians. Tree Canada President Michael Rosen and Irving Tissue President Robert Irving have recently signed an agreement to launch a major urban tree planting initiative called Trees by the Shore.

On May 30th, the program brought Boy Scouts, Beavers and Irving Tissue employees together with Tree Canada employees to plant trees near the City of Moncton’s Backup Water Supply located on McLaughlin Road. As a part of this planting event, Tree Canada employees delivered an educational experience to the children and volunteers about the benefits of trees including; maintaining water quality, minimizing soil erosion and providing habitat for wildlife.

Over the course of the 2009 planting season, over 37,500 trees will be planted though events like this one in 25 communities in 10 provinces across Canada.

“The Irving name is synonymous with progressive forestry practices in Canada,” said Michael Rosen. “We are so proud to be associated with this great Canadian company and their Majesta brand of paper products. The Trees by the Shore program will show children how interconnected trees are with the natural world. Together with the Majesta brand, we will be bringing communities together to learn, understand and protect the natural spaces where they live,” he said.

Majesta paper products come from woodlands which are third party certified to the Sustainable Forestry Initiative standard (SFI). Irving has a strong commitment to environmental protection and saw its goals fit perfectly with Tree Canada’s mandate.

This program is an extension of the Majesta Tree Planting Promise: “We plant THREE trees for every ONE we use to produce MAJESTA products. As part of J.D. Irving, Limited’s commitment to responsible forest management, J.D. Irving, Limited plants seedlings every spring and summer to reforest the woodlands. In the past 50 years, J.D. Irving has planted over 770 million trees.

“Irving Tissue, through our Majesta brand, is very pleased to become partners with a nationally recognized organization like Tree Canada in creating the Trees by the Shore program,” Robert Irving said. “The opportunity to have over 37,000 trees planted by groups in 25 communities throughout Canada is very much in line with our tree planting philosophy.”


About Irving Tissue
Irving Tissue is a family run, privately owned company committed to North America and the environment. We are part of Irving Forest Products, a company that employs more than 8,400 people in North America. The company leads the nation with the planting of over 770 million trees. Irving Tissue began in 1988 and since then has grown to become one of North America's leading tissue manufacturers. www.irvingtissue.ca
About Tree Canada
Tree Canada is a charitable organization established to encourage Canadians to plant and care for trees in urban and rural environments. A winner of the Canadian Environmental Award (2007), Tree Canada engages Canadian companies, government agencies and individuals to support the planting of trees, the greening of schoolyards, and other efforts to sensitize Canadians to the benefits of planting and maintaining trees. To date, more than 75 million trees have been planted and more than 450 schoolyards have been greened. www.treecanada.ca.

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