Carlson Wagonlit Travel was tasked with designing an incentive travel program to specifically reflect the core values of its client, global corporation 3M. Working with PRA and a host of local partners on the Hawaii island of Maui, Carlson Wagonlit identified an agroforestry initiative whose mission to engage the community with regenerative natural farming practices matched 3M’s desire to leave a lasting legacy and benefit to the local community long after the completion of its incentive travel program.
Over 350 3M volunteers were taken on nine school buses to the Ku’ia Farm located on undeveloped land on the island. Using a roadway specially dredged out by volunteers from the Hawaiian Dredging Construction Company, the 3M qualifiers were greeted by teams from the education center and local volunteer farmers who helped facilitate the project.
After a traditional Hawaiian blessing, the teams got to work planting over 100 trees, including coconut and ulu, which bear the native breadfruit. From the ulu trees, pasta can be made and flour is used for baking desserts, common feed, candy and brittle. It also accommodates dietary needs, as it is gluten-free. Nearly 2,000 pounds of breadfruit will be distributed free to local community members and school districts for lunch programs annually for decades to come.
The 3M legacy is continued and guaranteed through the future planting of complementary crops like banana plants, noni trees and hardwood trees, followed by shrubs including chili peppers, awa and ti leaves.
Bob Lowell, PRA national sales manager, stated, “Where else can you go and actually plant, then know that what you planted will benefit hundreds, if not thousands, of people for decades to come. Truly this was a legacy event.”
Beyond the benefit to the environment and to the local community, this CSR initiative also brought a benefit to 3M, as described by strategic planner Sara Merrit: “Our team came from all over the world for a very unique 3M event. And though the trip was short, we wanted to do something that would leave a positive impact on the community — almost as a legacy for 3M in the area. This trip, for us, was about recognizing and celebrating the power of a team, and the community event was a perfect way to work collectively to make an impact and help others for years to come.”
Workers at 3M planted more than 100 trees to give back to the Maui community where they were on a group trip.
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