Viva and My Forest Armenia continue the consistent program of cooperation on afforestation and restoration of forest ecosystems

The collaboration on ‘Green Thinking’continues

Viva and “My Forest Armenia” continue to strengthen their partnership aimed at the long-term restoration and conservation of Armenia's natural resources. The program encompasses expanding forest cover, combating soil degradation and landslides, rational use of water resources, and implementing "green mindset" principles. During the years of partnership, significant initiatives have been implemented in Lori Province, engaging volunteers and providing employment opportunities for the local population.

The decision to carry forward the successful collaboration was officially announced at “My Forest Armenia”’s Benjamin Gumuchdjian nursery in Lori and the place was chosen not by chance. Three years ago, by planting a named tree in the nursery’s ‘Guests’ Alley,’ Viva’s General Director Armen Avetisian announced the Company’s commitment to promoting a ‘Green Mindset.’

“Years ago, information from our partners became a wake-up call for us: Armenia has only 11% forest cover and this is not enough to fulfill the function of the country’s “lungs”. We joined the work of creating a forest. I planted this tree three years ago. Seeing the result, I am full of hope that we will succeed in achieving our goal. Our partnership also has an educational component. Every employee or volunteer who creates a forest becomes a unique ambassador in their family. The future generation understands the complex process of creating a forest and its importance through the example of their parents. This is what will contribute to strengthening “Green Thinking” and caring for the country,” Viva’s General Director Armen Avetisian said.

“Creating forests is a long-term endeavor. It is important to underline that companies that support this work have a long-term vision.  Indeed, not only do they understand the importance of the environment for future generations, but by having a long term vision, they understand that creating true value requires time and perseverance. Viva has been our partner for four years, and this consistency best demonstrates the company’s core values,” said Andre Gumuchdjian, Founder and Director of “My Forest Armenia”.

Since its inception, Viva has implemented various environmental initiatives. A few years ago, it began collaborating with “My Forest Armenia”, achieving significant results in three communities in Lori Province. In 2022, Viva’s named forest was established in the territory of the Jrashen community. In the following years, tree plantings took place in two communities—Urasar and Lernajur—that are not guaranteed from landslides. The labor of local residents was used at all locations, and Viva employees also volunteered in Jrashen. Altogether, around 38,000 trees have been planted so far. Further work will continue in Lernajur, a mountainous community where the unpredictable forces of nature—landslides—have previously caused devastating damage.”

When selecting sites, factors such as soil moisture, terrain, tree growth potential, and suitability for forest development are taken into account.

Since autumn 2023, “My Forest Armenia” has carried out work on 317 hectares in Lernajur, achieving highly satisfactory results: an average of 80% tree survival, and up to 90% in certain sections of the terrain.

This autumn, in collaboration with Viva, around 5,600 local forest trees—including oak, wild pear, wild apple, beech, maple, birch and bushes – will be planted.