• by Karlene Lukovitz  @KLmarketdaily, March 28, 2013

Caribou Coffee Company, Inc. and Project 7 are sponsoring an “Earth Month” cause-related social media promotion.

During the month of April, for every new “like” on Caribou’s Facebook page (currently showing nearly 401,00 likes), Caribou and Project 7 will plant a fruit tree in Central or South America, to help restore the earth/environment in those regions and provide a source of food and trading for the local communities and economies.

In addition, Caribou and Project 7 will plant a fruit tree in Central or South America for every “Save the Earth” water, mints or gum purchased at Caribou coffeehouses in the U.S. during April.

These initiatives build on Caribou’s ongoing, year-round contributions to Project 7’s efforts around the world, in the form of contributions to Project 7 made when consumers purchase Project 7 products in Caribou coffeehouses.

Project 7 makes charitable contributions to other organizations around the world based on purchases of products made by Project 7 partner companies. The organizations to which Project 7 contributes fall into seven areas of “need” in the world: “Save the Earth,” “Feed the Hungry,” “Heal the Sick,” “Hope for Peace,” “House the Homeless,” “Quench the Thirsty” and “Teach Them Well.” Project 7 also encourages consumers to make a tangible difference in the world by volunteering their time and educating others.

Last year, Caribou’s Project 7 participation helped to plant more than 100,000 trees, feed the hungry in U.S. communities with 35,000 meals, and provide more than 3,000 days of shelter for those in need, according to Caribou.

For Caribou, the Project 7 partnership helps build awareness among its socially-oriented customer and prospect base of its commitments to sustainability and supporting communities around the world. 

For example, last year, Caribou became the first major U.S. coffeehouse retailer to source 100% of its coffee and espresso beans from Rainforest Alliance Certified farms. The brand also has an ongoing policy of giving all customers who use a reusable tumbler at Caribou locations a 10-cent discount on the price of their beverages.

In an Earth Day extension of its sustainability efforts, Caribou will give a free coffee to all customers who bring in a reusable mug or tumbler on April 22.

Based on number of coffeehouses, Caribou Coffee is the second-largest company-operated premium coffeehouse operator in the U.S. As of Sept. 30, it had 610 coffeehouses, including 202 franchised locations, in 22 states, the District of Columbia and 10 international markets.