“A Drop of Life for the Forest”: 12 000 Trees to Restore a Fire-Damaged Area in the Pirin Mountains

Coca-Cola HBC Bulgaria, Fantastico, the Southwestern State Enterprise, the National Volunteer Association and thousands of consumers unite to help restore 25 decares of fire-damaged forest land

Nearly 12 000 new trees will be planted across 25 decares of fire-damaged forest land above the village of Ilindentsi, Strumyani Municipality, as part of the new joint campaign “A Drop of Life for the Forest” launched by Coca-Cola HBC Bulgaria and Fantastico. Between 16 July and 16 October 2026, Coca-Cola HBC Bulgaria and Fantastico will contribute €0.10 to the restoration project for every purchase of Bankya or Rosa water at Fantastico supermarkets.The project also includes the long-term care and maintenance needed to help establish a healthy and resilient new forest.

The initiative focuses on a region in the western part of the Pirin Mountains that was heavily impacted by the large-scale wildfires of summer 2025. According to data from the Southwestern State Enterprise, in Southwestern Bulgaria alone, the fires affected tens of thousands of decares of forest land, much of which has little potential for natural regeneration. The selected reforestation site above Ilindentsi is among the hardest-hit areas, where the fire destroyed thousands of decares of forest and left behind significant environmental damage.

“We know that sustainable results come from preventive action and from setting goals that look generations ahead. For years, we have supported communities affected by floods and wildfires through donations, food aid and volunteer initiatives involving our teams. Last summer, we stood by the residents of the Trun region following the devastating wildfires, supported the National Volunteer Association in Bulgaria with funding for equipment, and our employees took part in cleaning homes damaged by flooding in the village of Karavelovo. There are many such examples. Solidarity during times of crisis is invaluable, but it is not enough. We believe that, together with Coca-Cola HBC Bulgaria, our customers and the campaign partners, we can join forces not only to restore a specific fire-damaged forest area, but also to inspire a change in attitudes and encourage an even greater sense of responsibility towards nature in each and every one of us,” said Svetoslav Gavrilov, Chief Executive Officer of Fantastico.

“Caring for nature and promoting togetherness through volunteering have long been part of Coca-Cola HBC Bulgaria’s commitment, and “A Drop of Life for the Forest” is a natural continuation of our efforts in this direction and establishing a partnership with our customer Fantastico.. Over the years, we have implemented dozens of environmental improvement, clean-up and reforestation initiatives. In 2025,  The Coca-Cola HBC Foundation,  supported wildfire response efforts in Bulgaria with a donation of more than 100 000€ to the National Volunteer Association. Today, together with Fantastico and our consumers, we are taking the next important step towards restoring one of the forest areas most severely affected by wildfires in Bulgaria. We firmly believe that when we unite our efforts, we can create meaningful and long-lasting change,” said Yavor Stefanov, General Manager of Coca-Cola HBC Bulgaria.

“A forest fire can destroy a forest in a matter of hours. Nature, however, needs between 30 and 50 years to restore it. Today, we are launching an important initiative, but we are also reminded of one of the most severe challenges faced by Bulgaria’s forests in recent years. The wildfire in the Ilindentsi area in 2025 affected nearly 40,000 decares of forest land. More than 17,500 decares suffered crown fires – the most destructive type of wildfire, in which flames reach the tree canopies and destroy them completely,” said Eng. Blagoy Milev, Director of the Southwestern State Enterprise.

It is precisely in the Ilindentsi area that nearly 12,000 saplings of native tree species will be planted, including Black Pine, Hungarian Oak, Sessile Oak, Downy Oak and various wild fruit tree species naturally adapted to the area’s specific climatic conditions[1].

However, forest restoration does not end with planting. The campaign also includes long-term care for the young trees over the coming years, including soil cultivation, site maintenance, removal of competing vegetation and replacement planting where necessary. These activities are essential for establishing a healthy and resilient new forest and benefiting a broader community.

“Volunteers are among the first people to step in when wildfires threaten human lives, homes and nature. But in order to be effective, they need the support of society and responsible businesses. Our work, however, does not end with responding to emergencies. We are convinced that investing in prevention and preparedness is the most effective way to protect people, forests and local communities. We thank Coca-Cola HBC Bulgaria and Fantastico for their trust and for demonstrating how business can be a true partner in building more resilient and better-protected communities,” said Dr. Yasen Tsvetkov, Chairman of the Board of the National Association of Volunteers in the Republic of Bulgaria.

According to experts from Southwestern State Enterprise, nearly 90% of forest fires originate outside forest territories and subsequently spread into them, with human negligence being the leading cause in most cases. For this reason, “A Drop of Life for the Forest” also aims to raise awareness about the importance of prevention and responsible behaviour towards nature.

The partnership between Coca-Cola HBC Bulgaria and Fantastico is implemented in further cooperation with the Southwestern State Enterprise and the National Volunteer Association of the Republic of Bulgaria, both of which are actively involved in the planning, implementation and long-term maintenance of the restored forest areas.

[1] Data is provided by Southwestern State Enterprise