The iconic motorcycle company Harley-Davidson, in partnership with The Nature Conservancy (TNC), aims to plant 50 million trees along America’s highways and byways by 2025 as part of its Renew the Ride initiative.

Considering the stereotypes surrounding the “typical” Harley-Davidson rider (that is to say, “conservative, 50+ accountants and dentists trying to look like 1960s-era bada**es”), it might surprise you that this American classic motorcycle company is interested in planting trees, but with a little thought, it’s almost a no-brainer for companies that promise a great outdoors experience as part of their brand’s appeal to support conservation and reforestation efforts.

“We are dedicated to preserving the open road for future generations of riders. Our partnership with The Nature Conservancy gives us an opportunity to mobilize our global community to help achieve this mission,” says Mark-Hans Richer, chief marketing officer of Harley-Davidson and one of the people behind the initiative, which is just one of the company’s many sustainability programs. The Harley-Davidson Foundation is committing to donating a series of annual grants (totaling $550,000), which will go to support TNC’s worldwide Plant a Billion Trees program. The program has already reforested more than 14,000 acres of land, and planted more than 14 million trees in the Brazilian rainforest over the last 6 years, so bringing a passionate community such as Harley-Davidson’s on board with TNC’s efforts could help it increase its reach and impact.

“We are inspired by this partnership. As a brand and a community, Harley-Davidson has made a major commitment to helping restore some of our planet’s most important places.” says Geoff Rochester, managing director at The Nature Conservancy.

To celebrate the brand’s partnership with The Nature Conservancy, Harley-Davidson and its community of riders and dealers planted 1000 longleaf pines this month in South Quay Sandhills Natural Area Preserve in southeastern Virginia, and have committed to support the planting of 110,000 trees (an estimated 200 acres) in the region over the next couple of months.

Harley-Davidson has also partnered with TNC and Milwaukee’s Urban Ecology Center to plant 110 trees in the Menomonee River Valley, near the Harley-Davidson Museum, as part of an ongoing revitalization project in the region.

H-D and the Outdoor Experience