Partnership Focuses on Shared Values of Environmental Responsibility and Respect for Nature
Natura Wines, produced by Emiliana Organic Vineyards, the world’s leading organic winery, and Keep America Beautiful (KAB) announce their first-ever national partnership to focus on the groups’ shared values of respecting the environment and beautifying communities. The partnership will begin this fall and will also include local beautification projects championed by KAB’s community-based affiliate network.
The program is anchored in the natural fit between the principles of Natura and Keep America Beautiful.
“Natura’s consumers are engaged and aware. They make mindful, meaningful decisions,” says Lauren Marano, Brand Manager for Natura Wine. “They also have a love of the outdoors and an appreciation for a pure lifestyle. The connection with Keep America Beautiful is a natural fit.”
As part of the program, Natura and Keep America Beautiful will focus on beautifying and “greening” projects, storm water management projects, and improving the overall vibrancy of communities and favorite outdoor spaces.
Additionally, beyond the national efforts of the KAB organization, Natura will sponsor local projects in key markets directly with respective KAB affiliates. Most of these projects will emphasize native plantings, which aligns with Natura and Emiliana’s philosophy in the vineyards. The biodiversity of native trees and flowers is fundamental to Emiliana, as native plantings are naturally more resistant to weather and water conditions, protect the land against erosion, and help to reforest the estate.
Several examples of local affiliate projects with KAB include:
- Native planting project in Colorado Springs, CO
- Native planting, storm water management through planting, and locally driven greening project at Rockaway Youth Task Force Garden in Arvene, NY
- Native planting project in the heart of Phoenix, AZ
- Native planting and locally driven greening project in Winston-Salem, NC
“In our effort to build and sustain vibrant communities, it’s increasingly important that we focus on the planting of more ecologically appropriate native species,” said Jennifer Jehn, president and CEO of Keep America Beautiful. “Keep America Beautiful’s partnership with Natura will help us toward that end as we bring people together to transform public places into beautiful spaces.”
Natura, imported by Banfi Vintners, is the #1 imported organic wine brand and is produced by Emiliana Organic Vineyards, the world’s leading organic winery. It is a top 10 brand in the Chilean category, showing incredible momentum and the strongest growth trends amongst top players in the segment. Natura produces a range of well-balanced wines with new world style and sophistication. Certified organic by IMO, produced with 100% organically grown grapes and vegan friendly – a statement of quality and purity. For more information, visit http://www.emiliana.cl/.
About Banfi Vintners
Banfi Vintners was founded in New York in 1919 by John F. Mariani, Sr. and built into America’s leading wine marketer over the last four decades. The company continues to be family-owned by the founder’s children and grandchildren, who are also proprietors of the Castello Banfi vineyard estate in Montalcino, Tuscany; Vigne Regali Cellars in Strevi, Piedmont; and Pacific Rim Winery in Washington’s Columbia Valley. For more information, visit www.banfiwines.com.
About Keep America Beautiful
Keep America Beautiful is the nation’s leading nonprofit that brings people together to build and sustain vibrant communities. With a national network of community-based affiliates, we work with millions of volunteers who take action in their communities to transform public spaces into beautiful places. Through our programs and public-private partnerships, we engage individuals to take greater responsibility for improving their community’s environment. For more information, visit kab.org.
Rebecca fell in love with wine — Castello Banfi Brunello in particular — on a cliché semester abroad in Italy. A Texas native, she has traveled to wine regions throughout France, as well as to Portugal, South Africa, and across the U.S. In addition to earning a BA from Duke University (Go Blue Devils!) and an MBA from Columbia Business School, Rebecca holds an Advanced with Merit certification from the WSET and was a founding contributor of the popular wine industry blog Terroirist.