In keeping with the company’s tradition of community support, Roots Cares encourages the involvement of all Roots employees in community-related projects in a concerted company-wide manner.

The Roots Cares Employee Committee selected the Jane Goodall Institute (JGI), and specifically the Roots & Shoots program as its charity of choice. The partnership sees Roots employees contributing to Dr. Goodall’s work of creating healthy ecosystems, promoting sustainable livelihoods and nurturing new generations of committed, active citizens. All employees are able to participate in Roots Cares in a number of different ways including optional payroll deductions, volunteer opportunities and in-store promotions.

The funding raised from Roots Cares goes to the introduction of the Roots & Shoots program in communities across Canada. The aim of the partnership is to establish Roots & Shoots groups in communities that will engage young people in making their communities a better place to live.

Funds also help JGI Canada to provide online resources and to run workshops for young Canadians to help them identify and research issues in their own community, build leadership and project skills, and implement community action projects.