“Reforest California” Initiative for Wildfire-Scarred State Parks Beats Expectations

Consumers Show Strong Support of Local Cause Despite Recession; “Reforest California” Initiative for Wildfire-Scarred State Parks Beats Expectations Shoppers at Stater Bros. Donate More Than $125,000 in First Five Days of Five-Week Campaign Sponsored by Coca-Cola

PASADENA, Calif.–(BUSINESS WIRE)–With a lofty goal of raising over $500,000 for California State Parks in just five weeks, the “Reforest California” campaign sponsored by Coca-Cola and Stater Bros. Supermarkets kicked off to a healthy start. Dubbed the “Million Tree Challenge,” the campaign aims to raise enough money to plant one million trees in State Parks damaged by recent wildfires, which represents 1,800 acres of newly planted trees – an area twice the size of Central Park.

The unique campaign is the latest program from Government Solutions Group (GSG), a company that creates and facilitates cause related marketing partnerships between corporations and state park agencies in 11 different states.

Shari Boyer, CEO of GSG explains, “People care about State Parks and rally behind environmental causes, especially in Southern California where residents consider the parks as an extension of their backyards. Recent wildfires affected many communities and contributing to reforestation is a meaningful way for the public and Coca-Cola to lend a hand.”

During the initial phase of the “Reforest California” campaign, shoppers volunteer to make a $1 donation at checkout. The second push comes later this month when the Coca-Cola Bottling Company of Southern California donates $1 each time consumers purchase $10 dollars of participating Coca-Cola products at Stater Bros. Supermarkets. The campaign, which runs through May 19, 2009, is supported online and donations can be made at www.reforestcalifornia.com.

Boyer is pleased by the initial success, but not surprised. “More and more consumers use their purchasing power to make a statement and research shows that shoppers will support a brand that backs a good cause. Eco-consciousness is on the rise and the response to ‘Reforest California’ underscores that point, especially during uncertain economic times.”

Ruth Coleman, director of California State Parks, says, “The millions of visitors who love our parklands benefit the most from private partnerships like ‘Reforest California.’ For the past five years, revenue generated from programs facilitated by GSG has allowed us to protect natural resources and improve recreational facilities in our parklands statewide.”

Since 2003, close to $4 million dollars in cash and in-kind services have been donated to State Parks through GSG programs.

About GSG
Government Solutions Group (GSG) is a unique marketing company that facilitates cause related marketing partnerships between corporations and state park government agencies to help reduce costs, increase revenue, and improve consumer relations. GSG works with 11 state park systems across the nation by creating and managing win-win partnerships with corporations that have raised close to $4 million in cash and in-kind services since 2003. GSG is proud to work with Stater Bros. Supermarkets, the Coca-Cola Bottling Company of Southern California, and the California State Parks on the ‘Reforest California’ campaign. The company is based in Pasadena, California.