With nearly 7,000 mangrove propagules planted to date, the Jollibee Group, through its social development arm, the Jollibee Group Foundation (JGF), sustains its commitment to help mitigate the effects of climate change through ongoing mangrove reforestation projects led by dedicated employees from across the country.

Mangroves play a crucial role in safeguarding coastal regions, reducing erosion, and absorbing the impact of storm surges during hurricanes. Their dense root systems not only stabilize and build soils but also serve as nurseries for a diverse array of species, including fish, prawns, and crabs. Furthermore, mangrove reforestation enhances local ecosystems and marine life, thereby helping maintain food security and providing livelihoods to fisherfolks in surrounding communities.

Rehabilitating mangrove ecosystems supports sustainable aquaculture practices by creating breeding grounds for fish and crustaceans. This can lead to improved yields in coastal fisheries, providing food and income.

The ongoing project forms part of the Jollibee Group’s global sustainability agenda dubbed “Joy for Tomorrow.” Under its Planet pillar, the company has set goals and initiatives aligned with the UN Sustainable Development Goals (SDGs) particularly SDG 2 Zero Hunger.

The Jollibee Group has supported the planting of close to 4,000 mangrove propagules in 2023, with the support of partners, such as the Department of Environment and Natural Resources (DENR) and local government units (LGUs). It remains committed to sustaining the project this year, planting 3,000 mangrove propagules thus far.

Employee engagement

Jollibee Group employees from different functions and business units together with JGF held a series of planting activities along the coastlines of Alaminos, Pangasinan, Carmen, Cebu, and Lemery, Batangas this year.

In celebration of the International Day for Conservation of the Mangrove Ecosystem, 30 employee-volunteers from Jollibee Group’s commissary Zenith Foods have also planted 1,500 mangrove propagules during the reforestation activity held in Brgy. Guinsay, Danao City, Cebu last August 2024.

“Our employees have always played a big role in our environmental efforts, and it’s amazing to see them leading the charge in our mangrove reforestation project. Their leadership and participation reflect our vision of reaching out to communities and giving back to the environment,” said JGF President Gisela Tiongson. “We’re also grateful for the guidance from the DENR and the support of our LGU partners, which are key to ensuring the mangroves thrive. Moving forward, we’ll keep tapping into the power of employee volunteerism and working closely with our partners to inspire more people to be responsible stewards of the planet.”

JGF is dedicated to expanding the reach of this project nationwide. With plans already in place, the Foundation will lead more Mangrove Tree Planting activities in Cavite and Bulacan, in the last quarter of the year, further strengthening its impact on environmental protection and community resilience.