Santo Remedio, a London restaurant co-founded by Edson Diaz-Fuentes, adds a £1.23 discretionary donation to customer bills to support tree planting initiatives, resulting in 23,000 trees planted. Diaz-Fuentes joined a 2024 donation scheme aimed at combating deforestation. He emphasized that this charge helps diners contribute to regenerative reforestation. Both the Fundraising Regulator and diners expressed support for the initiative, which has been viewed as both a positive environmental action and effective marketing strategy.
Edson Diaz-Fuentes, co-founder of Santo Remedio, stated that customers had planted 23,000 trees through a £1.23 discretionary donation added to their bills. "It's a way for us to contribute and add something positive for the planet," he said.
Diaz-Fuentes expressed gratitude for nature and presented the donation as a means for diners to "slowly contribute to regenerative reforestation." He noted that "most of our produce is plants," indicating a natural connection to environmental efforts.
Diner Natalie remarked on the donation being reasonable, saying, "If it's split between the table, it's not that big of a cost." This acceptance reflects a broader willingness to support environmental initiatives.
Oppenheim emphasized that such charitable donations must be a choice presented to diners, ensuring transparency in the opt-out fee structure for reforestation funding.
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