Counselor Top 40 distributor Genumark (asi/204588) is offering more sustainably based gifting options for clients, thanks to a new partnership with TELUS Environmental Solutions Inc. (TESI).

A certified B Corp, Genumark notes that the company’s mission “has always been about more than providing branded merchandise – it’s about creating meaningful, positive impacts on our communities and the environment.” The new partnership with TESI allows the distributor to offer nature-based solutions for corporate gifting and branded merch alternatives.

Mitch Freed, Genumark (asi/204588)

“At Genumark, one of our core values is community, and that has been our guiding light on our sustainability journey,” said Mitch Freed, CEO of Genumark and a member of Counselor’s Power 50 list of the most influential people in promo. “Through responsible product sourcing, we can support communities in many ways: providing safe and supportive careers, funding reforestation, removing plastic from waterways and reducing emissions to combat climate change. Every project we work on is an opportunity to stand up for what we believe in and support communities worldwide. That’s what drives us.”

The distributor said clients can incorporate environmental givebacks into their gifting strategies to help ensure purchases have a positive and lasting impact. The nature-based solutions TESI offers are meant to “protect, restore and sustainably manage natural environments” as well as to combat climate change, support biodiversity, and improve food and water security.

Among the eco initiatives Genumark offers is traditional tree planting in Alberta. The company notes that Canada is home to 9% of the world’s forests, and wildfires have had a devastating impact, burning more than 16 million hectares in 2023 alone. The TESI-powered tree-planting initiative aims to restore those forests with native species and holistic management practices.

Another solution is drone-enabled tree planting in British Columbia and Saskatchewan, also areas that have been affected by wildfires in recent years. TESI uses drones to accelerate reforestation with native species, ensuring rapid and resilient forest regeneration, according to Genumark.

Genumark also offers kelp planting along British Columbia’s shores through the TESI partnership. Coastal kelp forests are essential for marine biodiversity, sequestering carbon up to 30 times faster than land-based forests. And in Kenya’s Likoni River Delta, TESI is planting mangroves. Mangrove forests are critical to protecting coastlines from erosion and fostering marine biodiversity. They also support local and national economies by enhancing fishery productivity.

With 2023 North American promotional products revenue of $44.1 million, Genumark ranked 39^th on Counselor’s most recent list of the industry’s largest distributors. The company was also named a Counselor Best Place to Work earlier this year.

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