Customers are invited to donate Green Clubcard points earned for doing things like reusing carrier bags and recycling printer ink cartridges or cans in store, to the programme. Each point is worth 1p.
The supermarket is partnering with the Royal Society of Protection of Birds (RSPB) in what it claims is an “entirely new way to approach funding CSR programmes”.
The partnership hopes to raise £1m in the first year and also increase awareness of deforestation and the need for conservation work around the world to retail rainforests.
Tesco is also donating £75,000 from the sale of its latest range of reusable bags that will be branded with Together For Trees imagery.
David North, Tesco UK corporate affairs director, says: “Climate change will only be tackled if ordinary people feel the battle can be won and believe they can play a part. That’s why this partnership is so exciting. Working hand-in-hand with the RSPB we can give our customers the confidence to make a big difference through millions of individual actions: re-using carrier bags rather than taking new ones and then donating the Green Clubcard Points they earn to Together for Trees.”
To launch the initiative, Tesco and RSPB are launching a competition to find a “Rainforest Reporter” to travel to a rainforest conservation project with explorer Ed Stafford and cover the project.
The CSR initiative follows Tesco’s launch of the Halo Initiative, a not for profit organisation the supermarket set up to raise funds for women’s health charities through the sale of the Halo brand of feminine care products launched earlier this month.