Jameson partners Lagos govt to boost recycling, sustainability efforts

As a part of Lagos State’s sustainability initiatives, premium drink model Jameson has partnered with the state authorities to advertise recycling efforts and drive environmental duty.

Jameson, a best-selling Irish whiskey, was based in 1780 by John Jameson and is crafted in Midleton, County Cork, Eire, utilizing a mix of malted and unmalted Irish barley.

The partnership was showcased with a virtually 15-foot-tall festive tree created from 3,000 recycled Jameson bottles, displayed on the Ikeja Metropolis Mall in Lagos, highlighting a dedication to sustainability.

Talking on the tree-lighting ceremony, Michael Ehindero, Managing Director of Pernod Ricard Nigeria, emphasised the significance of embracing sustainable practices throughout all ranges of operations.

“All of the upcycled and repurposed bottles have been collected by way of companies, shoppers, and companions. With out these efforts, the bottles may have ended up in drains and different improper areas, contributing to environmental air pollution.

“We’re thrilled to collaborate with the Lagos State authorities and organisations like FABE Worldwide Basis to make this a actuality. In alignment with the round economic system, our purpose is to make sure that each bottle we produce is upcycled and repurposed, stopping them from turning into environmental hazards,” Mr Ehindero stated.

In keeping with the Managing Director, the bottles used for the tree have been sourced by way of partnerships with recycling companies, shoppers, and different stakeholders.

He famous that the initiative would mitigate environmental air pollution and contribute to job creation and financial improvement by strengthening the recycling worth chain.

Inexperienced initiatives

Titilayo Oshodi, the Lagos State Governor’s Particular Adviser on Local weather Change and Round Financial system, recommended the collaboration, noting that sustainability-driven tasks like recycled bottles align with the federal government’s inexperienced initiatives.

“Jameson’s efforts in repurposing waste supplies into one thing purposeful and festive set a precedent for different corporations to comply with. This initiative demonstrates how companies can assist our drive in the direction of a greener Lagos,” Ms Oshodi remarked.

Founding father of FABE Worldwide Basis, Temitope Okunnu, praised the initiative, highlighting that the partnership exhibits how companies can combine sustainability with tradition and profit society.

“Seeing a mix of sustainability and tradition come to life in such an enticing means is really inspiring. This partnership proves companies can combine environmental duty into their model experiences whereas positively impacting society,” Ms Okunnu stated.

The Lagos State Commissioner for Setting and Water Sources, Tokunbo Wahab, additionally weighed in, stressing the necessity for elevated adoption of eco-friendly supplies in enterprise operations.

“This partnership is a welcome improvement and additional highlights the important position of the personal sector in tackling environmental challenges. We encourage extra corporations to undertake comparable practices within the battle in opposition to plastic air pollution,” the commissioner said.

Highlights

Past buying, the tree attracted crowds on the mall, drawing buyers, workers, and passersby desperate to seize pictures with its backdrop. The festive season activation featured each day actions to foster creativity, group engagement, and environmental consciousness.

One of many highlights, ‘Owambe Day,’ paid tribute to Nigerian cultural heritage. Attendees wearing conventional apparel loved music from the Thorpeedoh Band and signature Jameson cocktails.

Visitors on the occasion participated in numerous themed experiences, together with puzzle challenges, candle-making periods, and cultural showcases, all set in opposition to the backdrop of the spectacular recycled bottle tree.

All through the 12-day occasion, numerous themed actions, from video games to open mic periods, ensured an enticing expertise that blended sustainability with enjoyable and connection.

Sustainability targets

Past the festivities, Jameson revealed long-term plans to strengthen its sustainability targets by working carefully with recycling companions and authorities companies.

The corporate introduced that by 2025, all bottles from its merchandise will likely be absolutely recycled, additional contributing to the state’s waste discount targets.

ALSO READ: GIVO Africa launches zero-carbon recycling centre in Ajah, Lagos on Worldwide Day of Local weather Motion

Mr Ehindero expressed optimism in regards to the future, acknowledging the financial challenges however reaffirming the corporate’s dedication to sustainability.

“We stay dedicated to creating an ecosystem the place sustainability and financial progress go hand in hand regardless of the robust enterprise local weather. Our efforts in recycling and upcycling are key to reaching this,” he stated.

Because the 12-day celebration ended, Jameson’s festive Tree Expertise highlighted the significance of sustainability, group, and innovation in constructing a greener Lagos.