Media Advisory - Roots Canada and the Jane Goodall Institute Join Forces to Launch 'Roots Cares'

    New national program to engage employees in contributing to their
    communities and to raise funds to support JGI's Roots & Shoots global
    youth action program.

                               MEDIA ADVISORY

    WHAT: Official inauguration of new Roots-JGI partnership
    WHEN: Friday, April 17, 2009 at 9 a.m.
    WHERE: Roots flagship store, 100 Bloor Street West, Toronto
    WHO: Jane Goodall, Roots Co-Founders Don Green and Michael Budman, and
    members of Roots Cares employee committee, all of whom will speak and be
    available for media interviews.

    TORONTO, April 14 /CNW/ - World renowned primatologist, environmentalist
and humanitarian Dr. Jane Goodall will join Roots Co-Founders Don Green and
Michael Budman in Toronto on Friday, April 17 for the official launch of the
company's new Roots Cares employee engagement program.
    Designed by a committee of Roots staff from across Canada, the Roots
Cares program will see employees raising funds and providing volunteer time,
with the support of Roots, to help the Jane Goodall Institute of Canada
develop the organization's Roots & Shoots global youth action program
throughout the country. Employees will also be directly engaged in initiating
and contributing to projects that address issues in their own communities.
    "We have always had a commitment to giving back to the community,
especially in places in which we operate," says Roots Co-Founder Don Green.
"To add another dimension to those efforts, we recently decided to engage and
support our employees more fully in our charitable initiatives. This program
represents an opportunity for Roots employees to link arms and make an impact
in their own communities. And it's focused on one of the fundamental core
values at Roots: respect for nature and concern for the environment."
    The Roots Cares employee committee selected the Jane Goodall Institute,
and specifically the Roots & Shoots program, as their charity of choice. The
partnership will see Roots employees helping to extend Dr. Goodall's work to
create healthy ecosystems, promote sustainable livelihoods and nurture new
generations of committed, active citizens around the world.
    "It is very exciting to see a major corporation like Roots adopting the
philosophy of the Roots & Shoots program, and empowering their employees to
make a difference in their communities and to act as role models for other
young people," says Dr. Jane Goodall. "Roots and its employees across the
country and around the world are to be congratulated. It is initiatives like
this one that give me hope that we can and will overcome the huge problems
that face our world today."
    Even ahead of this week's official launch of the program, Roots employees
reacted enthusiastically to this new initiative. "When I first heard of plans
for this project, I was not surprised," says Debbie Barnes-Scallion, manager
of a Roots store in Vancouver who has worked at the company since 1997 and is
a member of the Roots Cares employee committee. "The ongoing commitment to
community and the environment are one of the many reasons I chose to align
myself with Roots. As an employee, it's very important to me that the company
I represent holds the same morals and integrity that I do. I'm so proud to be
helping develop a program that every member of the Roots team can participate

    The Jane Goodall Institute is a global non-profit organization that
empowers people to make a difference for all living things. Founded in 1994,
the Jane Goodall Institute of Canada supports community-centred conservation
programs in Africa, sanctuaries for orphaned chimpanzees, and the Roots &
Shoots program in Canada. Inspired by Dr. Goodall, Roots & Shoots is JGI's
environmental and humanitarian education program and global network of youth
from over 100 countries. There are more than 260 Roots & Shoots groups active
in Canada, working on projects to benefit humans, animals and the environment
in their communities. For more information, please visit

For further information:

For further information: and to confirm your attendance at the April 17
official launch in Toronto, please contact: Robert Sarner, Director of
Communication and Public Affairs, Roots Canada, Tel: (416) 781-3574, ext.
4280, Email:; Kari Sackney, Jane Goodall Institute of
Canada, Tel: (416) 978-3633, Cell: (416) 727-6817, Email:

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Jane Goodall Institute of Canada

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