Forests of 35,000 native British trees will be planted in a groundbreaking new scheme launched by the Waitrose online shopping service.
In a UK supermarket first, the cost of planting thousands of wild cherry, hazel and silver birch woodlands will be met by the Waitrose.com delivery service. 
Leading conservation charity The Woodland Trust has partnered with Waitrose for the scheme which will see 35,000 native British trees take root during 2011.
Each Waitrose.com delivery contributes directly to the cost of planting the scheme, which launches today. Online shoppers will not pay anything; instead the supermarket will foot the entire bill.
It is part of Waitrose new online shopping platform which signals a step change in the grocer’s online business.
Trees capture and store atmospheric carbon and also bring many other more immediate benefits such creating a habitat for native wildlife and reducing flood risk.
Climate change is the greatest environmental challenge facing the world today – and carbon dioxide is a major contributor to the problem. Carbon dioxide (CO2) is produced principally from the burning of fossil fuels and deforestation compounds the problem.
Quentin Clark, head of sustainability and ethical sourcing said: “This unique partnership is the first of its kind and is a direct result of our environmental policies and the opportunities presented to us by the growth of Waitrose.com.
“We are delighted to be able to plant 35,000 trees this year and I am looking forward to this number growing every year, as our online business goes from strength to strength.”
David Taylor from the Woodland Trust, said: “The Woodland Trust is absolutely thrilled to be working with Waitrose and its expanding online business. As a charity our first aim is the creation of new UK woodland and this initiative with Waitrose will see us plant over 30 acres in 2011.
"We look forward to seeing this figure rise in-line with the growing success of Waitrose.com."
Customers will receive information about the scheme through the website, when ordering shopping online and through printed receipts upon delivery.
Online customers already enjoy an industry leading deal as Waitrose is the only major online grocery retailer offering all-year-round free delivery for all orders over £50.