Virgin Megastore goes CarbonNeutral on Earth Day

As part of the campaign, Virgin is working with EcoVentures, the environmental advisory company, to offset one of the Virgin Megastore outlet's carbon emissions for the day.

EcoVentures' global partner, The CarbonNeutral Company, will supply the offset for every tonne of carbon dioxide produced by Virgin Mercato today, April 22nd 2008.

George El Kazzi, regional marketing director, Virgin Megastore, said:

"Any organisation today has to think about its contribution to global warming, and what it will do about it. Earth Day gives us an opportunity to do something for the environment, joining millions of people worldwide for a single cause. Virgin in the UAE hopes that by the end of Earth Day every customer that walks through the store will be better aware of environmental concerns. Moreover, Virgin Megastore MEA promises its consumers across the region that this will only be the start in helping our mother earth".

Awareness regarding the issues surrounding the environment has a relatively low penetration rate in the region although unfortunately the region is responsible for a large proportion of the world's waste.

The UAE alone produces 149 million tonnes of carbon per year which accounts for 0.5% of world emissions.

Virgin Megastore has therefore chosen Earth Day to highlight the issues and raise awareness with the intent of opening up dialogue about the problems faced in working towards a healthy sustainable planet.

"With climate change taking centre stage on global social, political and economic agendas, major 'community' brands such as Virgin Megastore are starting to play a role in driving the message home," said Shezan Amiji, managing director, EcoVentures. "The Virgin Megastore has committed to neutralize the CO2 emissions produced by the Virgin Mercato today to 'zero' through offsets in Sebenoba-Karakurt Wind Power Project".

This project consists of constructing 21 new wind turbines at two sites in Turkey. By providing renewable energy, the project reduces Turkey's reliance on fossil fuels for electricity supply.

The project aims to generate emission reductions of 127,000 tCO2 equivalent to between 2007 and 2009, verified and certified to the Voluntary Carbon Standard.

On Earth Day, Virgin Megastore will display a variety of products dedicated to environmental awareness such as the book Fragile Earth: Views of a Changing World, where striking views of our changing planet show the extraordinary effects of man and nature.

Also on sale will be the Emmy award-winning Planet Earth DVD, the BBC nature documentary series narrated by David Attenborough and described as "the definitive look at the diversity of our planet".

Including wolves chasing caribou, snow leopards pursuing markhor in the Himalayas and crab-eating macaques that swim underwater; it shows previously unseen animal behaviour in a way that celebrates our planet however, the subject of species conservation and man's effect on the world's ecosystems is addressed in the companion series, Planet Earth: The Future.

All customers purchasing environmentally related products will receive a free plant as a symbol of their commitment to the environment.