Guinness is good for you!
The days of advertisements extolling the supposed medical powers of Dublin beer are over. But the Irish are not lacking in imagination to reinvent their national drink. For Christmas, the inhabitants of the Emerald Isle can now afford a Christmas tree … fed on beer.
“Beer is rich in nutrients”
The fir market deserves to be dusted off ”,
explains Theo Lambton, who came up with the idea and created the company FirTree, five years ago. Brewery Guinness had unsaleable tank bottoms and was about to throw them away. The beer being rich in nutrients, we mixed it with our fertilizer ”,
the boss has fun, in his plantation in County Kildare, 30 km from Dublin.
Also read. Ireland and its Guinness go for non-alcoholic beer
“Customers are ready to pay more”
No official study confirms the benefits of this method. But according to Theo Lambton, who sees it as a good way to use industrial waste
, trees are more resistant:There are always a few sick or fragile trees to replace during the season. This year we had very few losses!
The team – up to fifty people during the holiday season – work across the island to grow and deliver the Christmas trees. Recycled as chips, they are reused on the plantation. For the boss, the formula is winning:Today, customers are willing to pay more for a product that respects theenvironment, because we also seek to be carbon neutral.
It remains to install the trees properly, to prevent them from staggering in the middle of the living room!
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