In observance of Earth Day, this Friday, the JMMB Group plans to plant 5,000 trees in the Corporate Area and will contribute $100 per tree planted, up to $50,000, to the Forestry Department.

The planting started this week and will continue until the end of the month.

“The Earth Day campaign is designed to encourage individuals, especially those living in urban areas, to plant at least 5,000 trees over a two-week period. So far, we have planted a few dozen trees,” Corporate Communications Lead Patricia Valentine told the Jamaica Observer yesterday.

Among the varieties that will be planted, JMMB said, is neem, or nimtree, which has insect repellant properties.

The campaign, being carried out in partnership with the Kiwanis Club of Young Professionals, Kingston, engages selected Corporate Area schools and community groups.

“To support this initiative, individuals should post photos of themselves planting a tree on JMMB Group’s Facebook page with the hashtag, #JMMBEarthDay,” Valentine said.

The tree planting exercise is accompanied by a public awareness component to ensure sustainability of the project.

Marilyn Headley, Forestry Department CEO and conservator of forests, has endorsed the initiative, saying: “The Forestry Department is delighted by JMMB’s initiative as it draws attention to the value and importance of our trees, forests and the wider environment. We encourage everyone to get involved by planting trees where possible and care for the trees as part of our responsibility as good stewards of our environment.”

The campaign, JMMB said, is expected to not only beautify the areas in which the trees are planted, but will also help to create a healthier environment since trees absorb carbon dioxide and pollutants from the air.