Busch and the National Forest Foundation’s New Book Is a Love Letter to America’s Trees

It's on sale in time for Earth Day

All proceeds go directly to the NFF, which helps conserve approximately 200 million acres of forests. Busch
Headshot of Marty Swant

Beer doesn’t grow on trees, but one brewer wants you to appreciate them anyway.

Just in time for Earth Day, Busch and the National Forest Foundation (NFF) have published a book about America’s trees. The hard-cover coffee table book, made of recycled paper, showcases about two dozen trees in an effort to raise money for conservation efforts and get people adventuring in the great outdoors.

The book, “Rooted in Love,” goes on sale today for $20 and will be available through the end of April. All proceeds go directly to the NFF, which helps conserve approximately 200 million acres of forests.

“Busch is a brand that was born in the great outdoors,” said Daniel Blake, senior director of value brands Anheuser-Busch. “It’s where out heritage is, and many of our core drinkers are avid outdoorsmen and women so we’re always looking to support conservations efforts.”

According to Blake, the book was designed in just a few weeks by AB’s in-house agency, Draftline. He said the team started with 100 tree options before narrowing down the list to 25. Paired with scenic photography and text, the book profiles a variety of species, including oak, palm, birch and hickory trees. It also features the Joshua tree, which made national news earlier this year when vandals destroyed a number of them in Joshua Tree National Park during the U.S. government shutdown.

“We wanted a mix of different settings,” he said. “Trees that represented different geographies around the country to find the right mix that really embodied what the trees around America looked like.”

The book also has an audio version that will be free to the first 100 people who buy a copy of the book. While Blake wouldn’t disclose details, he said the audio version has a humorous component that will “humanizing the beautiful trees” with “unexpected and dry humor.”

The initiative is part of a broader effort by both Busch and its parent company to promote a series of sustainability efforts. Last year, Anheuser-Busch announced a set of goals to reach by 2025, including 100% of purchased electricity coming from renewable sources and 100% of packaging made from mostly recycled or returnable materials.

@martyswant martin.swant@adweek.com Marty Swant is a former technology staff writer for Adweek.