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Roxy Can't see the Wood for The Trees... Literally!
18.02.10
Roxy, via the Roxy Chicken Jam events, could be forgiven for not seeing the 'Wood for the Trees' as their commitment to make their events Carbon Neutral has resulted in the direct reforestation of 1439 m² of Brazilian Atlantic Rainforest. In committing to offset the evaluated 113 tons of CO² it took to create and run the event, their payback is the re-claim and preservation of1439m² of critically endangered forest for 75 years.
As one of the first major international Woman's sporting events, The Roxy Chicken Jam has lifted the bar in terms of setting up and running events with an commitment to sustainability. Working with Climate Partner to evaluate their emissions, they employed a Front and Back end approach. Front end, organizers attempted to reduce as far as possible all plastics and unnecissary packaging materials. In the back end, all emissions that were produced through production of artificial snow, the use of the snow grooming vehicles, creation of the concert and at the journeys of Athletes were calculated to be 113 tons of CO².
By calculating that emission total and using an adaptation of the Atlantic Rainforest Institute Carbon Calculator, Roxy Chicken Jam's Carbon Offset totaled 1439 m² of direct reforestation protected for 75 years under Brazilian Environmental laws. The Atlantic Rainforest Institute works on a circular solution in addressing reforestation. Land is bought against primary forest, given to the local farmers with Guarana seedlings which can be harvested and the seed sold for 14 years. After that, the farmer is given new seedlings and land, and the re-claimed land is donated back to the Brazilian government and put under their environmental protection laws.
"The Quiksilver group being committed to sustainability and the protection of the environment, it is a great step to have the Roxy Chicken Jam being held as a neutral event", says Maritxu Darrigrand who is in charge of sustainable development at Roxy and Quiksilver.
By making the choice, the first step, of making the Roxy Chicken Jam Carbon Neutral and investing this offset in direct action initiatives, Roxy has become the second biggest Brand contributor to the Atlantic Rainforest Institute. It goes to show, when you are involved in sustainability, you really can't see the wood for the trees!
