DULAO, LA UNION – Grab Philippines has planted the first 1,000 of 80,000 pledged mangrove trees in Dulao, La Union, marking an early milestone in its newly launched Green Programme. Done in celebration of Earth Day 2025, the initiative underscores the superapp’s broader push to embed environmental sustainability into the country’s ride-hailing and on-demand delivery industries.
Grab Philippines Director for Strategy Greg Camacho [1st from right] and Grab’s Head of Group Sustainability Iris Chang [2nd from right] spearheaded the planting of the initial batch of mangrove trees in Dulao, La Union, together with volunteer Grab users, driver-partners, and employees
The Green Programme, which was launched in the Philippines in February 2025, empowers users to play an active role in environmental stewardship through tech. By enabling the Green Program toggle on the Grab App, users get to contribute PHP 2 for every GrabCar ride and PHP 1 for every GrabFood or GrabMart delivery transaction.
GrabForGood Forest in Dulao, La Union
One of the flagship initiatives to emerge from the program is the GrabForGood Forest in Dulao, La Union — a planned five-hectare mangrove enrichment site set to nurture thousands of mangrove seedlings. The initiative is a collaboration between Grab, the Dulao Fishpond and Fishpen Producer’s Cooperative, the Philippine-based sustainability NGO Fostering Education and Environment for Development (FEED), and the environmental tech platform EcoMatcher.
La Union's coastal village of Dulao is among the communities in the country that grapple with escalating water and food security threats driven by climate change, notably rising sea levels, and intensifying typhoons. Mangrove enrichment has become a pivotal strategy to fortify natural defenses. This initiative is a cornerstone of the "Ridge to Reef" (R2R) strategy, championed by FEED and Don Mariano Marcos Memorial State University (DMMMSU), alongside various private, public, academic, NGO, and community-led efforts in La Union. This collective endeavor fosters an enabling environment for inclusive, integrated, multi-stakeholder collaboration aimed at sustainable development. Mangrove forests are crucial habitats for marine biodiversity and enhance the livelihoods of Dulao’s fishing community.
The Dulao Fishpond and Fishpen Producer's Cooperative is at the forefront of sustainability efforts in their community, emphasizing the critical role of environmental action and conservation in supporting their livelihood and daily lives.
The project kicked off with the community mangrove-planting event led by volunteer Grab users, driver-partners, employees, representatives from partner organizations, and the local community — a grassroots push to anchor long-term resilience. FEED and the Dulao Fishpond and Fishpen Cooperative took an active role in facilitating the orientation, providing a comprehensive introduction on proper mangrove planting techniques, and explaining the positive impact of this initiative on the community.
Delailah Lacadue, Head of Dulao Fishpond and Fishpen Producer's Cooperative, notes, “We wish to express our gratitude to Grab, FEED, DMMMSU, the local government of Aringay, EcoMatcher, and to all stakeholders for this mangrove enrichment project. This will surely help us in terms of environmental protection and livelihood as well. Kami po ay kasama ninyo sa pangangalaga ng Kalikasan para sa mga susunod pang henerasyon. We, the local community, commit to being your active partner for sustainability.”
“This is just the beginning — a pivotal first step in our long-term commitment to environmental sustainability,” said Greg Camacho, Director for Strategy at Grab Philippines. “The Green Programme is grounded in a simple yet powerful idea: when eco-friendly choices are made easy, inclusive, and accessible, they can inspire real positive impact for communities like Dulao. The planting of this first wave of mangroves, made possible by initial contributions via the Green Programme, proves that climate action doesn’t have to be distant or difficult—it can be seamlessly integrated into the daily lives of millions.”
The partnership with EcoMatcher enables tree tracking, ensuring transparency in where contributions are directed. “For sustainability-minded consumers, transparency is key,” said Bas Fransen, CEO of EcoMatcher. “Partnering with Grab Philippines through the Green Programme allows us to bring our advocacy for transparency-driven sustainability closer to Filipino consumers in a meaningful way.”
With growing participation among users, the leading superapp is geared to scale the environmental impact of the Green Programme and turn individual contributions into lasting, collective change in more areas across the country.
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