LWC – the UK’s largest independent drinks wholesaler – in partnership with Asahi UK has launched a new initiative to save 245 tonnes of C02 per year by taking up to 450 vehicle journeys off the road.
The project encourages LWC depots across England and Wales to place fewer but larger orders to ensure that deliveries are as productive and efficient as possible.
To provide teams with a meaningful incentive to get involved, Asahi UK will also reward successful depots by planting an incremental number of trees, depending on the depot size and target achieved. If the depots hit all their vehicle reduction goals, the partnership aims to plant over 3,700 trees, supporting the effort to restore the UK’s natural environment.
The tree planting will be led by Thames 21, a leading environmental charity working across London and the Thames River basin. Tree planting forms a key part of their mission by creating habitats that boost biodiversity, sequester carbon and reduce soil erosion & water pollution from farm run-off, protecting local rivers.
LWC Drinks states today (10) on social media, "Project Mori incentivises our depots to place fewer but larger orders in return for planting trees. The project could save up to 245 tonnes of C02 per year, by taking up to 450 vehicle journeys off the road. In addition, the potential 3,700 trees planted will help restore the naturally depleted area around the River Roding, which is close to where Asahi source their barley to make the beer we sell.
"This partnership shows how better collaboration with your supply chain can help tackle our shared climate challenges, and help us deliver to our sustainability targets."
Tim Clay, Managing Director of Asahi UK whose brand portfolio includes Peroni Nastro Azzurro, Asahi Super Dry, Grolsch and Fullers commented, “We are delighted to be working with one of our key partners LWC and Thames 21 on this fantastic initiative. The project’s work reducing road-miles is a great example of how we can work with our partners to tackle our scope 3 emissions and work towards our Legacy 2030 sustainability targets. Reducing emissions throughout our supply chain is a key focus for our business, and we will only achieve this by working in partnership with our suppliers and customers.”
Ebrahim Mukadam, Managing Director at LWC, commented, “We are thrilled to be partnering with Asahi UK on such an important initiative. As a wholesale distributor and a corporate citizen, we have a responsibility to both people and planet to operate as sustainably as possible and are always looking for new and innovative ways to do this.
“When Asahi first presented the project idea to us back in the spring, we knew we had to do it. Having just launched our sustainability committee, we had already started to make great headway with a number of sustainability-focused initiatives, but these all centred around our own internal processes and assets. This project is looking at the bigger, broader supply chain picture.
“If we are to really progress the sustainability agenda, it is imperative that our industry pulls together, and that is exactly what this partnership is about.”
Tom Whitehead, Corporate Partnerships Manager at Thames 21, commented, “We are delighted to work alongside Asahi UK and LWC on this welcome initiative that will hopefully result in thousands of trees being planted. This initiative will deliver tangible environmental benefits, both in terms of reducing supply chain carbon emissions but also helping to restore British nature”
The project was launched on the 26th June at LWC’s support centre with the LWC management team. Results will be tracked monthly, and depots will see their first trees due to be planted in the autumn 2025.
