LOOP DFS, the digital financial services subsidiary of NCBA Group, planted 3,000 indigenous and adaptive trees at Flamingo Farm in Naivasha on June 13, tying the activity to the second leg of the LOOP Gravel Series 2026 held around the Hell’s Gate area, the company said in a press release.
According to the company, the tree-planting was conducted in collaboration with Hell’s Gate management and formed part of a sustainability programme embedded in the LOOP Safari Gravel Series, where planting is included as a recurring feature at each edition.
The exercise took place alongside an event that the company said drew more than 2,000 participants, including 850 cyclists, as well as spectators, partners and community members.
Corporate sustainability initiatives have become increasingly visible in Kenya as companies align with national and county-level environmental priorities, including landscape restoration and climate adaptation. Naivasha, a key tourism and agribusiness node, has faced sustained pressure on land and water resources, making conservation partnerships in the area a growing focus for both public and private sector actors.
LOOP DFS chief executive officer Eric Muriuki said the company was positioning the initiative as a link between sport, community participation and environmental action. “Our tree-planting initiative within the Gravel Series reflects LOOP’s commitment to integrating sustainability into everything we do. By bringing together sport, community, and environmental action through the LOOP Safari Gravel Series, we are not only creating memorable experiences but also taking deliberate steps to restore ecosystems and protect biodiversity,” Mr Muriuki said, according to the statement.
A representative from Hell’s Gate also backed the partnership, citing the potential ecological benefits of adding tree cover in the area. “Partnerships like this are essential to restoring our landscapes and protecting the ecosystems that sustain local communities. By planting indigenous and adaptive trees, this initiative will support biodiversity, strengthen climate resilience, and contribute to the long-term health of the Naivasha environment,” the representative said in the press release.
The company said the species planted included Odo, Olive, Neem, Croton, Acacia, Melia azedarach and Syzygium. LOOP DFS said the species selection was based on suitability to local conditions and their ability to support biodiversity, soil health and long-term survival.
While the press release did not provide projected carbon sequestration figures, LOOP DFS said the initiative is expected to contribute to carbon capture over time as the trees mature. It also said the planting is intended to support ecosystem restoration by creating habitats for birds, insects and other wildlife.
For Kenya’s corporate sector, the move reflects a broader trend of integrating environmental activities into brand-led public events—particularly in sports and tourism corridors—where community participation can scale awareness and volunteer involvement. For ecosystems such as Naivasha’s, sustained benefits will depend on post-planting care, survival rates and longer-term monitoring—elements not detailed in the statement.
LOOP DFS said tree planting will remain a feature of future editions of the LOOP Safari Gravel Series, signalling that additional restoration activities may be rolled out alongside upcoming legs of the event.