INTERVIEW
We also recognise that planting a tree is only the beginning. Nature doesn’t work like a factory production line, and we don’t claim that every individual tree will survive indefinitely. Instead, survivability is assessed at a site level, and projects are monitored over time. For Reid, working with a specialist partner like veritree provides a level of transparency and accountability that would be difficult for us to achieve alone. It means we can support credible restoration projects while having greater visibility of the environmental and social
and marketing materials that can be used across retail environments and digital channels. The aim is to give retailers the key facts and a simple, credible story they can confidently share with customers. Ultimately, we want the conversation to start with something simple, while giving customers access to more information if they want to understand the wider environmental and social impact behind the initiative. That’s why the transparency and evidence that veritree provides is crucial; every claim we make about our restoration initiatives is backed by data, and our Impact Hub allows customers and retailers to see the proof for themselves.
The term ‘greenwashing’ is thrown around a lot in the mobility sector today. How do Reid and your partner, veritree, track and verify that a tree is not just planted, but survives and supports the local community long-term? This is a really important part of the initiative for us. We don’t want Buy One. Plant One. to simply be a claim that a tree will be planted. We want transparency around where restoration takes place, how projects are progressing, and what their longer-term impact looks like. That’s why we work with veritree, which provides the technology and verification framework behind the programme. Planting data is collected and geo-tagged, with evidence submitted by planting teams and reviewed by site managers and supervisors. veritree then analyses the data and supporting evidence as part of its verification process. Projects can also be monitored over time, including
through satellite imagery and other methods that help assess forest growth and ecosystem health at a site level.
14 | October 2026 impact our contribution is helping to create.
Now that you’ve surpassed 550,000 trees, what is the next major milestone or evolution for Reid’s environmental commitments?
Surpassing 550,000 trees is a fantastic milestone, but we don’t see it as a finish line. The next step is about looking beyond simply increasing the number of trees planted and taking a broader view of environmental impact across the Reid business. An important part of that is where and what we plant. Our
restoration work includes mangrove ecosystems, which are particularly valuable because they deliver multiple benefits at once – from preventing erosion and protecting communities from storm surges, to supporting fisheries and local livelihoods. Mangroves are also highly effective carbon sinks, storing carbon not only in their biomass but in the waterlogged soils beneath them. This is a good example of why we believe the focus should be on genuine ecosystem restoration rather than simply counting trees. The next evolution is therefore about measuring impact
more broadly: looking not just at the number of trees planted, but also at hectares restored, tree survivability, biodiversity, ecosystem health and the communities supported. Ultimately, our ambition is for sustainability to become
increasingly embedded in how we make decisions across the business, rather than being defined by a single initiative or milestone. Buy One. Plant One. will remain an important part of that journey, but the bigger goal is to keep reducing our footprint while increasing the positive impact we can create as a business.
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