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Tree Planting
We have partnered with veritree, working towards a sustainable future by restoring critical landscapes which help the planet thrive. At The Perfume Shop we pledge to plant a tree for every perfume bottle a customer brings back to be recycled with us, together with other iniatives to support our target of planting 130,000 throughout 2023.
"For Every Perfume Bottle Returned
We Will Plant A Tree"
Why Veritree?
This partnership with veritree provides confidence that the impacts of our efforts in investing in nature-based solutions are real, measured and verified. Through this partnership, we ensure the right trees are planted in the right place and the trees, once planted, are staying on the ground as intended.
Our goal is to plant 130,000
trees before the end of 2023
Number of Trees Planted Since April 2023
Since May 2021 we have planted 429,723 trees across different planting locations with 2 different planting partners.
Frequently Asked Questions
What are Nature-Based Solutions?
‘Nature-Based Solutions’ is a technical term that simply describes
an action that results in either avoided deforestation or
enhancing a carbon sink through reforestation or ecosystem
restoration.
According to analysis by the World Economic Forum and McKinsey,
Nature-Based Solutions are a cost-effective means to deliver up to
one-third of the emissions reduction needed by 2030 as part of the
net zero transition to achieve a 2-degree pathway.
Moreover, investment in Nature-Based Solutions, when done well,
can accrue co-benefits that help address other societal challenges
while being good for business, people, and nature. However, when
done badly, the investment may do more harm than good.
Where does veritree plant trees?
veritree works with planting organizations across the globe to
verify Nature-based Solutions (NbS) projects. We are initially
launching the platform with planting projects in Canada, Kenya,
Madagascar, United States, and Tanzania with plans to quickly
expand to more sites in the coming months.
The veritree platform was built to be easily used by any
restoration practitioner looking to develop and operate
high-quality NbS projects. Our ground-level monitoring tools
enable any planting organizations in any location in the world to
scale NbS. This enables to connect planting organizations with
corporate partners and donors to support their restoration
initiatives.
How does veritree ensure the trees that are planted are protected?
Approximately 10% of the funding for tree planting goes to
protecting the forest for the initial 3-5 years - the critical
years where trees are most vulnerable. We also establish buffer
pools to cover any potential abnormal losses.
But veritree goes beyond simply allocating money. We work closely
with the local communities to showcase the immense value newly
planted forests bring to their families. Through education and by
involving them in the monitoring and reporting process, we find
local communities quickly develop a deep sense of ownership and
pride over their trees, leading to effective management over the
long-term, keeping forests not just alive, but keeping them
thriving.
How does veritree estimate its carbon sequestration rate?
Let’s start off by acknowledging that carbon accounting is
extremely challenging and accounting for carbon sinks is still an
evolving practice!
Our current estimates are based upon
averages derived from a cross-section of studies conducted on
mangrove ecosystems in equatorial regions focusing on countries in
Southeast Asia and Africa, and Acadian ecosystems in Eastern
Canada.
The following variables are taken into consideration when we
estimate carbon sequestration rate: i) species planted (including
maturity age of the tree species), ii) forest type, iii) region,
and iv) average tree survivability. Based on these variables,
carbon sequestration is first calculated at the hectare level and
includes above ground carbon (leaves, plant biomass, stumps,
etc.), below ground carbon (roots, debris, etc.), and soil carbon
(carbon that has been affixed to the soil). Carbon sequestration
estimates are then quantified at the per tree level based on
forecasted planting densities.
When primary data are not available, as a general rule of thumb,
veritree uses a conservative set of secondary data, proxy data or
assumptions to ensure that we are not overestimating the carbon
sequestration rate resulted from our projects. Moreover, we use
data collected at the site-level to validate or adjust our
estimations and we will continue to improve our estimation method
through building partnership with academics in this space. It is
also important to note that veritree currently does not offer
carbon credits as part of our service due to uncertainties around
carbon credits and accounting of carbon sinks.
While we have referenced credible academic papers to arrive at our
best estimate of carbon sequestration resulting from our project
portfolio, we acknowledge there are limitations and uncertainties
based on our current estimation methodology. As such, we will
continue to improve our estimation method through building
partnership with academics in this space.
Source: Jones, Trevor G., Harifidy Rakoto Ratsimba, Lalao
Ravaoarinorotsihoarana, Garth Cripps, and Adia Bey. "Ecological
variability and carbon stock estimates of mangrove ecosystems in
northwestern Madagascar." Forests 5, no. 1 (2014): 177-205.
Benson,
Lisa, et al. Mangrove Carbon Stocks and Ecosystem Cover Dynamics
in Southwest Madagascar and the Implications for Local Management,
Multidisciplinary Digital Publishing Institute, 31 May 2017,
https://www.mdpi.com/1999-4907/8/6/190/pdf.
How does veritree ensure permanence and additionality of its project portfolio?
Additionality and permanence are critical to ensuring we are
actually having an impact (not just doing something that would
have happened anyway), and that the impact we have is long
lasting.
To ensure additionality, each tree planted through
veritree platform has its own unique QR code to make sure that it
is new and unique.
We collaborate with both corporate partners and local planting
partners from tree order to tree planting and beyond to ensure a
seamless process that creates new carbon sinks that otherwise
would not have been planted.
To ensure permanence, veritree gathers on-the-ground monitoring to
ensure trees remain in the ground over the first five years of its
life. Part of the tree planting funding goes towards protection
(from animals and human intervention) and by year 5 and onward,
remote sensing (e.g. satellite imagery) is incorporated to monitor
the long-term growth of the forest.