Martell launches its first-ever mangrove conservation project in China

Cognac brand Martell kicked off its first mangrove forest protection and restoration project in China on June 5－World Environment Day.

Joining hands with nonprofit organization Conservation International, which is committed to conserving mangrove forests with its expertise in scientific approaches and field programs, the company hopes to reforest and restore around 18,000 mangrove trees on Hailing Island in Yangjiang, Guangdong province, within the first year. The project will also contribute to Yangjiang's goal of being designated a National Forest City.

The company said ecological protection is its core value. It has been dedicated to protecting land, forests and biodiversity around the world. Martell's logo features a golden swift, which is a symbol of the natural world that needs protection.

Swifts live close to people and build nests on human-made structures. Mangrove forests are important shelters for birds including swifts and many endangered species. They rely upon mangroves for food and migration during the winter. Martell said it would contribute to improvement in the natural environment in China by providing more ideal habitats for these birds.

"Conservation International has been working on mangrove conservation for many years and we are happy to see that awareness of and action on this topic have increased in past decades," said Liu Xiaohai, executive director of Conservation International China.

"As a responsible brand, Martell shares the same vision and we believe our combined passion, expertise and experience will ensure the success of this meaningful initiative," he added. "Our China team is thrilled to start this project and create real impact on the local environment together with Martell."

"It is heartwarming to see Martell's commitment to protecting China's natural beauty and biodiversity and I'm very happy to be a part of this initiative," said Chinese actor Chen Kun, a Martell China brand ambassador, who is passionate about public service.

"I hope to see Martell lead by example and encourage many of us to do our share for mangrove conservation. Together, let's all contribute to creating a better environment," Chen said.

In recent years, China has focused on green development and released a slew of policies to strengthen protection of its natural environment. It is set to achieve the National Mangrove Conservation Agenda over 2020-25 as well as carbon neutrality by 2060.

Martell's project supports national objectives and the conservation planned for Hailing Island will help increase the area of mangroves, protect biodiversity and benefit local communities with a better living environment, the company said.

"It is my lifelong ambition to protect Chinese mangrove forests and I'm honored to be invited as the scientific adviser for this project," said Liao Baowen, a researcher from the Research Institute of Tropical Forestry at the Chinese Academy of Forestry. "By leveraging our scientific approach and professional conservation solutions on reforestation and restoration, we aim to help with the overall management of the mangrove wetland park."

Martell's mangrove conservation project is welcomed by the local government as well as residents of Hailing Island.

"We would like to express our immense gratitude to Martell for initiating this project, providing great support for our conservation work as well as contributing to Yangjiang's goal to become a National Forest City," said Yu Zhendong, director of the Management and Protection Centre of Hailing Island National Wetland Park of Mangrove Forest. "We hope this project will spur others to embark on similar endeavors and collaborations to protect mangroves on our beautiful Hailing Island."