In 2019, nearly 30 years after the launch of our Partners in Growth® trees reforestation program, SJC was looking for a new tree planting partner that could carry on the program’s commitment: contributing to the planting of a tree on behalf of every client print job, including our own SJC Media magazines. The key criteria was a future-oriented, on-the-ground commitment to plant (many, many) trees in communities across Canada.

Enter a conversation among a number of magazine visionaries (including SJC CEO Tony Gagliano) and a Key Publishers “veterans” event organized by Michael de Pencier. De Pencier is the former publisher of Toronto Life, environmentalist and ever the entrepreneur. The group was set on embarking on a most positive venture: heeding the call from young people that previous generations have not looked after our planet well.

The name of that venture was GrandTrees. First emerging as a multi-generational fundraising walk, Covid created a practical pivot to a climate solution program committed to identifying and funding the best tree planting initiatives in the GTA. Its singular goal? Take action through tree-planting to make the world a better place for grandchildren and future generations.

Guided by Michael’s passion and a network of tree planting partnerships, GrandTrees Climate Solutions was an obvious choice for SJC’s new “partner in growth.” (Along with The Highway of Heroes Tree Campaign, GrandTrees is now part of the national tree-planting charity  Trees for Life.)

“We are driven mostly by the scientists, who agree we have only 10 years or so to get very focused and busy, dramatically cutting down CO2 in the atmosphere,” says de Pencier. “We realize that even tree planting on an international scale will not in itself solve the Climate Emergency, but the effort gets people involved in helping rescue the Earth, one tree at a time.”

As revealed in the November 2016 Toronto Life profile An Accidental Mogul, the natural world is one of Michael’s life-long passions.

“Trees clean the air and beautify the landscape,” said de Pencier. “Planting trees makes me feel like I’m doing something tangible, something to benefit my grandchildren. And I’ve always liked trees.”

Inspired by Michael’s drive and genuine concern for our planet, SJC is proud to serve as Founding Partner of Trees for Life and to plant trees on behalf of all our clients and print jobs – including Toronto Life. Also watch for ads appearing across our SJC Media portfolio, growing Trees for Life awareness amongst our nation-wide readers.

Learn more about how you, as an SJC Client, can contribute to Partners in Growth®.