In January 2013, Shama entered a partnership with Shanghai Roots & Shoots, the organisation that hosts the Million Tree Project since 2007, to launch its CSR programme in the People's Republic of China.
The Million Tree Project aims to stop desertification in the Tongliao municipality of Inner Mongolia and to fight climate change.
The project is made sustainable by engaging local farmers who live in poverty and thus provides opportunities for them to generate extra income for a better living and improves livelihood of the community which corresponds to Shama's focus to stimulate entrepreneurship to alleviate poverty.
Shama's 2000 Trees Challenge aims to donate 2,000 trees through various fund raising activities (25 RMB/tree = 50,000 RMB) by December 25, 2013.
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