Corporate Social Responsibility
“My little thing is planting trees”. Prof Wangari Maathai, 2004 Nobel Peace Prize Laureate.
When thinking about what cause to champion outside of our normal business, planting trees came easily to us. Our MD, Francis, grew up in the fringes of the Aberdare Forest. His fondest childhood memories are of afternoons spent climbing tall Cyprus and Meru Oak trees, swinging from branch to branch and finally jumping into the clear river below. Snack time would include a mix of wild berries, plums, pears, or passion fruit, depending on what was in season.
He remembers joining his father as he tirelessly planted more and more trees. At the time, it seemed like aimless work to the young boy, precious time away from play. But unbeknownst to him, a spark was being lit, one that would drive him to obsessively plant trees whenever he got a chance.
Also, we are named after a tree- so, really, we did not have any choice, did we?
Croton Megalocarpus- ‘Mukinduri’
The Croton tree is indigenous to Kenya. It grows fast, reaching maturity in 5-7 years, and is drought resistant.
“The best time to plant a tree was 20 years ago. The second-best time is now”- Chinese Proverb
But really, why trees?
We need not be reminded of the importance of planting trees. Kenya, and the world in general is facing increased risks due to climate change. Kenya has faced recurrent drought since 2016, leading to a drop in crop production and livestock losses. Poor crop and livestock production means loss of livelihood for farmers, as well increased food prices. Pastoralists for instance have to travel longer distances to find water and pasture, which can lead to conflict among communities. Lack of safe water can also lead to a decrease in sanitation, increasing disease.
In December 2022, President William Ruto launched a national tree restoration campaign whose goal is to plant 15 billion trees in various parts of Kenya by 2032. The president believes that reversing deforestation will help combat climate change which has exacerbated drought, flooding, disease and pest outbreaks among other calamities such as habitat loss for animals and soil erosion.
The motor vehicle industry produces its fair share of C02, a major contributor to greenhouse gas emissions. Studies done by the European Parliament show that ‘transport is the only sector where greenhouse gas emissions have increased in the past three decades, rising 33.5% between 1990 and 2019’. Closer home, a quarter of Kenya’s emissions come from the transport and energy sectors.
Increasing tree cover can significantly reduce harmful gases in the environment. Aside from combating climate change, trees are essential for the provision of oxygen, stabilization of soil, conservation of water, regulation of temperature extremes as well as increasing wildlife habitat.
Therefore, at Croton Motors, we are committed to doing our part to contribute to the national agenda of planting trees, and by doing our ‘little thing’ help combat climate change.
“The true meaning of life is to plant trees in whose shade you do not expect to sit” - Nelson Henderson
How does it work?
Our CSR agenda works in three main ways:
For every vehicle purchase we give you trees to plant
The premise is actually quite simple. For every car we sell, we commit to giving the buyer 12 seedlings to plant in an area of their choice around the country. As much as possible, we will try to match the area with local indigenous trees to ensure that they grow well.
We donate trees in your name
In the case that one may not be in a position to plant trees directly, we will donate the same number of seedlings to a partner or a cause.
Partner with an entity to promote tree planting
Croton Motors seeks to work with like-minded partners and organizations that are committed to reforestation initiatives.