Breweries release 1% For the Planet Beers

Pure Project Brewing and Torrance's Smog City Brewing IPAs raise funds for National Forest Foundation

San Diego’s Pure Project Brewing and Torrance-based Smog City Brewing have teamed up to release two beers that will benefit the National Forest Foundation (NFF): Beneath the Canopy and Forest Understory. The NFF is a non-profit organization dating back to 1992 that engages Americans in community-based and national programs that promote the health, restoration and public enjoyment of the 193-million-acre National Forest System.

As 1% for the Planet members, Pure Project and Smog City are dedicated to preserving the planet’s natural resources through sustainable business operations and charitable giving.

“With the effects of rapid climate change becoming more apparent and extreme every day, environmental action is of

critical importance,” says Smog City co-founder Laurie Porter.

Through its ongoing partnership with the NFF, Pure Project has helped to plant over 40,000 trees to date. Co-founder Mat Robar states the goal is to reach 150,000 trees by the end of 2030. “We are proud to continue our reforestation efforts with this collaboration.”

A portion of sales from both Beneath the Canopy and Forest Understory will support tree planting to preserve healthy forests for present and future generations.

“The National Forest Foundation is grateful to partner with Pure Project and Smog City to reforest areas in critical need,” says NFF Reforestation Partnerships Coordinator Abby Schembra. “The trees planted will go on to provide incredible benefits like improved watershed health, wildlife habitat, forest health and resiliency, and natural climate solutions, to name a few.”

Pure Project’s contribution to this collaboration, Beneath the Canopy, is a murky India pale ale (IPA) featuring Citra, Cascade and Cashmere hops. Smog City has crafted Forest Understory, an IPA with spruce tips. The cohesive beer can artwork displays two different forest views that, when stacked, form a full picture of the tree ecosystem.

“In an era defined by collective action, partnerships like this illuminate the path forward, demonstrating that together, we have the power to cultivate a future where nature’s vitality and human aspirations harmoniously thrive,” says Schembra.

Beneath the Canopy will be available on draft and in four-packs to-go in all five of Pure Project’s taprooms in San Diego

County, online for California shipping and at select retailers starting Thursday, September 7.

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