4 Pines 4 Summer of Cricket campaign set to be big win for environment
In September, 4 Pines Brewing became the official beer partner of the Australian men’s cricket team for the 2021/2022 summer of cricket. As part its commitment to Brew Better, 4 Pines has partnered with Landcare Australia to plant four trees for every four scored by the men’s national team across all three formats of the game. The brewing company has committed to fund the planting of 44,444 native Australian trees, shrubs and groundcovers at Cape Jervis on South Australia’s Fleurieu Peninsula.
The exciting summer of cricket includes the Ashes series with the England team being held between December and January. There is also a one day series featuring New Zealand and the T20 series featuring New Zealand and Sri Lanka.
Dr. Shane Norrish, Landcare Australia CEO commented, “Landcare Australia is excited to expand our partnership with 4 Pines Brewing, a business that is committed to sustainability. The partnership is an outstanding example of how corporate Australia can make a meaningful difference in restoring and protecting our natural environment with the support of community led landcare activities.”
4 Pines COO Todd Atkinson commented “4 Pines is excited to partner with both Landcare Australia & Cricket Australia to make a difference via the bat over what should be an epic summer of cricket. With every 4 hitting the boundary we’ll see 4 trees planted, continuing our commitment to make a positive impact in the sustainability space and taking our partnership with Landcare Australia to new heights. We can’t wait for the season to get underway!”
The initiative will be supported with some exciting creative executions which will be live across TV and outdoor media this summer during the cricket. The media campaign will be kicking off in December, featuring Australian men’s cricket caption Pat Cummins, who is a passionate advocate for sustainability and climate change initiatives, and is taking a leadership role in driving the sustainability agenda for Australian Cricket.
Steph Beltrame, Cricket Australia’s Executive General Manager of Commercial & Broadcasting, said: Cricket Australia is thrilled to be working with 4 Pines to drive a sustainability message through cricket.
“It’s fantastic that Cricket Australia’s partnership with 4 Pines will make a real and meaningful difference in the community and for the environment. “We congratulate 4 Pines and Landcare Australia on this initiative and looking forward to many boundaries being struck in this year’s Ashes Series.
The Fleurieu Peninsula is one South Australia’s most ecologically diverse regions, home to half the state’s species of native plants and three-quarters of its native bird species. Planting 44,444 native trees, shrubs and groundcovers across 44 hectares in this strategic location will enhance landscape connectivity, improve biodiversity and provide long term habitat for threatened species including the Glossy Black Cockatoo.
Cape Jarvis on the mainland sits just across the water from Kangaroo Island. Following the 2019/20 Black Summer bushfires, the biodiversity on Kangaroo Island was impacted including the significant loss of the habitat for the Glossy Black Cockatoo. The 4 Pines 4 project will support the ongoing recovery of native flora and fauna across the region as it continues to recover from the impact of the 2019/2020 Black Summer Bushfires.
The challenge of climate change is well known, driven by ongoing increases in greenhouse gas levels in the atmosphere. Revegetation projects such as 4 Pines 4 contribute to the removal of carbon dioxide, taken up by the newly established trees, plants and groundcovers as they grow.
Cape Jervis Coastal Reserve, located at Cape Jervis on South Australia’s Fleurieu Peninsula, is the site for the 4 Pines/Landcare Australia revegetation project.