The Ville de Montréal announces partnership with Nature Valley* to enhance green spaces



    Following Implementation of Green Roofs, Montreal Pursues Other
    Innovative Strategies to Improve the Quality of the Environment

    MONTREAL, Aug. 21 /CNW Telbec/ - Ms. Monique Worth, associate councillor
to Ms. Helen Fotopulos, member of the executive committee responsible for
green and blue spaces, parks and the environment and Alexandre Noel, Sales
Manager for Nature Valley, are pleased to announce today the creation of an
innovative partnership that supports their joint commitment to improving the
quality of the environment in Montreal. As part of the partnership, Nature
Valley will invest $15,000 towards a pilot project designed to enhance green
spaces in the city and the quality of life of Montrealers.
    "We are delighted to be partnering with Nature Valley. Montrealers are
always hungry for more green spaces. We want to introduce more green spaces on
roofs and in places other than parks and natural environments and this
partnership will allow us to explore new ways to improve our urban landscape,"
said Ms. Worth.
    The city will use the funding from Nature Valley's Nature in the City
program to complete an undetermined project designed to make Montreal greener,
while promoting the city's natural heritage. Several possible initiatives are
being discussed and the city and Nature Valley will unveil the final project
this fall.
    "At Nature Valley we are proud to work with the Ville de Montréal on this
project, said Alexandre Noel of Nature Valley. "Our Nature in the City program
is one way that, as a company, we can give back and help make urban spaces a
little greener and enjoyable for Montrealers."
    Nature Valley announced its partnership with the Ville de Montréal today
during a sampling event that was held at Complexe Desjardins. In addition to
helping fund the project, the Nature in the City program will include the
distribution of 3,000 potted plants to citizens in Montreal, street art
featuring nature landscapes by local chalk artists, complimentary Sweet and
Salty Peanut bars, a new website www.naturetoyourday.ca and a contest offering
consumers the chance to win one of three $10,000 backyard makeovers courtesy
of Nature Valley.
    Nature Valley also has established partnerships with other Canadian
cities including Toronto and Calgary, in order to increase the number of green
spaces across the country.
    The partnership with Nature Valley represents the second agreement
between the Ville de Montréal and the private sector aimed at increasing the
number of green spaces in the city. Last November, TELUS announced it will be
investing in a newly created Montreal Green Fund, managed by the Société de
verdissement du Montréal métropolitain. This fund will be used to enhance
green spaces and to help the city adapt to climate changes by planting
vegetation in an effort to, among other goals, reduce heat islands.
    "Our administration has already initiated a number of programs that
demonstrate our commitment to promoting the principles of sustainable
development including the adoption of a policy for the protection and
enhancement of natural spaces and a tree policy. It is our duty to strengthen
and revitalize urban centers and improve the quality of life of our
neighbourhoods. To achieve this, we must encourage the participation of
residents and mobilize local actors as well as private and public partners,"
said Ms. Worth. Nature Valley plans to continue its contributions to the
development of green spaces over the years to the city of Montreal and to
other metropolitan cities across Canada.

    (*)Trademarks of General Mills (C) 2007 General Mills

    /NOTE TO PHOTO EDITORS: A photo accompanying this release will be
    available on the CNW Photo Network and archived at
    http://photos.newswire.ca. Additional archived images are also available
    on the CNW Photo Archive website at http://photos.newswire.ca. Images are
    free to accredited members of the media/




For further information:

For further information: Bernard Larin, Press Attaché, Ville de
Montréal, (514) 872-9998, Cell: (514) 705-7683, blarin@ville.montreal.qc.ca;
Alison Neill, Optimum Public Relations, (514) 985-8309, Cell: (514) 909-8085,
alison.neill@cossette.com


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