From Project Crimson to Trees That Count
Don’t worry, you’re in the right place. We’re the same dedicated team, but as of 2024 we’re operating solely as Trees That Count.
From pōhutukawa to nationwide native forests
Project Crimson has been on a truly remarkable journey. Born of necessity - Trees That Count now continues its transformative and lasting legacy.
In 1989, New Zealand Forest Products developed a concept to commemorate the 150th anniversary of the signing of Te Tiriti o Waitangi. At this time, research found that Aotearoa had lost more than 90% of its pōhutukawa. The future of pōhutukawa and other native species depended on protection and regeneration.
So, on the eve of the 150th anniversary, the Minister of Conservation, Philip Woollaston, launched the Project Crimson Trust. A partnership between NZFP and the Department of Conservation (Doc) Te Papa Atawhai - financially supported by New Zealand Forest Products (later Carter Holt Harvey). They assembled a group of trustees from business, government, iwi, forestry, science, and community to support communities and landholders. Carter Holt Harvey continued to fund Project Crimson until 2006, after which Meridian Energy became the principal funder.
For more than 30 years, Project Crimson developed a successful nationwide partnership, playing a major role in New Zealand’s restoration – and planting over 300,000 pōhutukawa, northern rātā and southern rātā. Of course many other native tree species, vital to Aotearoa’s biodiversity, also needed attention.
Through innovative programmes, the Trust began to expand its restoration scope. From 2008-2020, the Treemendous Programme funded by Mazda, supported 53 schools nationwide, planting 39,000 native plants and trees in school grounds as a nature education resource.
In 2011, Project Crimson partnered with The Tindall Foundation, Meridian and DOC to launch Living Legends - planting over 170,000 diverse native trees throughout New Zealand.
In 2016, with a history of incredible support, dedication, and success, Project Crimson Trust launched Trees That Count. Expanding the vision to include all native tree species, but retaining the key values of being guided by science and driven by community. Trees That Count quickly became Project Crimson’s biggest programme ever.
“Today we drive positive nature outcomes for landscape resilience, biodiversity, native species protection, waterways and food security - strengthening Aotearoa’s communities and ecosystem resilience. We will always remain true to all our history including our origins in the commemoration of Te Tiriti o Waitangi, supporting our broader vision of biodiversity conservation. All under the umbrella of Trees That Count.”
- Joris De Bres, Trustee 1995 - present, Chair 2015 - 2024.
From trees in the ground to landscape-scale restoration
Trees That Count now has the largest nationwide network of credible planting projects focused on nurturing significant positive nature impact. With your support, we’re tackling climate change, strengthening ecosystems, building biodiversity and growing healthier communities. As of 2024, our community of over 33,000 people have already helped to fund over 2.4 million native trees across 1,500 planting projects. But, we’re just getting started.
With more urgency than ever to restore and protect our native forests, we’re dedicated to supporting large-scale restoration projects that deliver significant outcomes for people and nature. We’re empowering projects for erosion control, water quality improvement, wildlife corridor creation, carbon sink enhancement, endangered species protection, plus many more outcomes. Building a more resilient future for nature in Aotearoa.
Now, to reflect our extensive and ambitious goals, we’ve changed our name to Trees That Count. We’re proud to continue the incredible legacy of Project Crimson, honouring the commemoration of Te Tiriti o Waitangi and the vision of all those who’ve enabled our mahi.
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