Tropicana, Cool Earth Team to 'Rescue The Rainforest'

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Tropicana, Cool Earth Team to 'Rescue The Rainforest'

Tropicana, a division of PepsiCo, has joined with international trust Cool Earth on a campaign to help stem the devastation of the world’s rainforests. Through 2009, specially marked packages of Tropicana Pure Premium and Trop50 products will carry a code that consumers can enter online at For each code entered, 100 square feet of rainforest will be saved.

Once registered, consumers can enter additional codes with each purchase and increase the area of rainforest they have rescued. There’s no limit to how many codes a consumer can enter, and Web visitors can register individually or as a group. Through Google Maps technology, those who register can even watch the area of rainforest being saved by Cool Earth grow.

"We believe in doing our part to make the planet better, and this campaign makes it easy for our consumers to join us in helping to preserve the natural environment. We hope that this campaign can trigger a movement with an extraordinary impact," said Neil Campbell, president of Bradenton, Fla.-based Tropicana.

Central to the initiative is Peru's Ashaninka Corridor, which is located along an arc of deforestation that is being routinely cleared and burned. With Tropicana's assistance, Cool Earth will place threatened rainforest in a local trust, and work toward protecting it around the clock. Cool Earth employs locals, helps fund community-based livelihood and makes sure the rainforest is managed sustainably, thus generating a good income for the regional economy. Tropicana has already protected 5,000 acres of endangered rainforest in the Amazon, ensuring that carbon stays where it belongs.

"Having Tropicana as the first U.S. company to get behind our mission is an important milestone in seeing our vision come to life," noted Matthew Owen, executive director of London-based Cool Earth. "We hope the 'Rescue the Rainforest' initiative spreads across the country, thereby enabling us to make a significant impact on protecting the rainforest and its invaluable resources."

Consumers can learn more about Tropicana's "Rescue the Rainforest" initiative at Tropicana packages carrying the code are: 12-ounce, 64-ounce, 89-ounce and 128-ounce Tropicana Pure Premium orange juice, and the 59-ounce package of the new Trop50 orange juice beverage. Codes can be entered online through Dec. 31. 2009.

Tropicana has a long history of reducing its impact on the environment through efforts such as turning discarded orange peels into cattle feed and using renewable energy. In a first for any consumer brand in North America, it had the carbon footprint of its 64-ounce Tropicana Pure Premium orange juice certified with the Carbon Trust, providing the information needed to find ways to lower carbon emissions.