Jameson Partners with Lagos State to Build a Festive Tree from Recycled Bottles, Advocating Sustainability
In a groundbreaking partnership aimed at promoting environmental responsibility, Jameson, a leading Irish whiskey brand, has joined forces with the Lagos State Government to drive recycling efforts and sustainability initiatives.
The collaboration was brought to life at Ikeja City Mall, where a nearly 15-foot-tall festive tree crafted from 3,000 recycled Jameson bottles stood as a powerful symbol of environmental consciousness. This innovative display aligns with Lagos State’s green initiatives, showcasing how businesses can integrate sustainability into their operations.
A Commitment to Sustainability
During the tree-lighting ceremony, Michael Ehindero, Managing Director of Pernod Ricard Nigeria, highlighted the company’s dedication to sustainable practices, emphasizing the importance of repurposing waste materials.
“All the upcycled and repurposed bottles were collected through agencies, consumers, and partners. Without these efforts, the bottles could have ended up in drains or other improper locations, contributing to environmental pollution,” Mr. Ehindero stated.
He further noted that the initiative goes beyond waste management, aiming to strengthen the recycling value chain, create jobs, and drive economic development.
Government and Stakeholder Support
Titilayo Oshodi, Lagos State’s Special Adviser on Climate Change and Circular Economy, lauded the initiative, noting that it aligns perfectly with the government’s sustainability goals.
“Jameson’s efforts in repurposing waste materials into something functional and festive set a precedent for other companies to follow. This initiative demonstrates how businesses can support our drive toward a greener Lagos,” Ms. Oshodi remarked.
Temitope Okunnu, Founder of FABE International Foundation, echoed these sentiments, describing the partnership as a blend of culture and sustainability that benefits society.
The 12-day “Jameson Festive Tree Experience” was more than just a display; it served as a hub for community engagement, creativity, and environmental awareness. The activation featured daily activities, from puzzle challenges and candle-making sessions to cultural showcases and open mic events.
One standout event, ‘Owambe Day,’ celebrated Nigerian heritage, with attendees dressed in traditional attire enjoying music from the Thorpeedoh Band and signature Jameson cocktails.
Beyond the festivities, the tree became a focal point at the mall, drawing crowds of shoppers and passersby eager to capture its vibrant backdrop.
Looking ahead, Jameson has pledged to deepen its commitment to sustainability. By 2025, the company plans to ensure all its bottles are fully recycled, contributing significantly to Lagos State’s waste reduction targets.
“This partnership reaffirms our commitment to creating an ecosystem where sustainability and economic growth coexist, despite the challenging business climate,” Mr. Ehindero said.
As the festivities came to a close, Jameson’s festive tree served as a powerful reminder of how businesses, communities, and governments can work together to create a greener, more sustainable future for Lagos.
