ASCO motors stayed true to its green initiative yesterday as it handed over proceeds from its tyre sales to the World Wide Fund for Nature.
In May, Asco Motors had pledged to give $1 for every tyre that it sold to a WWF tree planting initiative as part of its Bridgestone "One Tyre, One Good Deed" campaign.
And yesterday the company gave $4344 to WWF after selling the 4344 tyres over a three-month period starting in May.
Asco Motors Regional Parts and Service Manager-South Seas Richard Rahiman said the company got involved in the initiative because of the high cost tyre making had on the environment.
He said the company was following the example set by global tyre manufacturing giants Bridgestone.
"The world manufactures over one billion tyres annually and the major raw material used is natural rubber which comes from a single species of tree, called Hevea Brasiliensis," Mr Rahiman said.
"Now since so many trees are cut to extract the rubber, replenishing these trees to sustain the environment is a priority which Bridgestone encourages all its distributors to undertake."
He said Asco Motors would continue to work with WWF to give Fiji a safer natural environment for future generations.
World Wide Fund for Nature South Pacific programme communications officer Theresa Ralogaivau said the money given by Asco Motors would be used for tree planting in Vanua Levu.