Heineken Green Zones Project expands to Cape Town’s Lavender Hill to foster community unity and resilience

Brandstories|Published 2 months ago

The Lavender Hill Green Zone, the latest milestone in the Heineken Green Zones project, is a testament to how urban greening can uplift entire communities.

Heineken and the Greenpop Foundation proudly announce the latest milestone in their Heineken Green Zones (HGZ) project: the opening of a new green zone in Cape Town’s Lavender Hill.

Set in an area challenged by gang violence and crime, this new green space offers a safe, serene and functional outdoor space providing a much-needed refuge for residents. This launch is part of Heineken’s global “Brew a Better World” commitment that aims to empower under-resourced communities with accessible green spaces and to transform “fields green with grass, not glass” across South Africa.

The Lavender Hill Green Zone, located at the Rise Above Development (RAD) Centre, expands on an existing community hub with a purpose-built environment featuring more than 600 native plants, a rain-sheltering pergola and unique upcycled art installations. This site is designed for resilience and year-round usability, reflecting Heineken’s mission to create vibrant and community-centred green spaces, while reducing pollution and waste.

The launch of the green zone at Lavender Hill is part of Heineken’s global “Brew a Better World” commitment that aims to empower under-resourced communities with accessible green spaces.

Building a safe haven in the heart of Lavender Hill

This green zone does more than beautify the area; it creates a welcoming space that promotes both community pride and ecological balance. Inspired by the company’s “Brew a Better World 2030” mission, the green zone incorporates native plants to support biodiversity and natural sustainability. This offers a sanctuary for residents and a space for recreation, gatherings and reflection. Residents can now access a peaceful environment that encourages positive engagement within their surroundings.

Turning glass into grass: Heineken’s returnable STAR bottle and Waste2Wear campaigns

Central to the Green Zones project is a broader goal to eliminate single-use glass waste and foster a circular economy. This year, Heineken launched the returnable 650ml STAR bottle designed to replace single-use glass and help reduce waste across South Africa. The beverage brand’s commitment extends even further with a creative twist: part of the waste glass collected is repurposed into exclusive Waste2Wear jewellery and homeware – now cult collectibles among eco-conscious fans. These items represent the transformation possible when waste becomes something beautiful and sustainable; embodying the HGZ ethos of “fields green with grass, not glass.”

Supporting local employment and skills development

The green zone’s development has empowered the community, with local residents taking a leading role in its construction and maintenance. By investing in local labour and providing hands-on training, Heineken and Greenpop ensure that the green zone is maintained by those who know and care for it best. This approach fosters a strong sense of pride and stewardship within the community.

“This green zone in Lavender Hill demonstrates the power of community involvement in creating sustainable, vibrant spaces,” said Bhavna Mistry, Heineken’s Senior Brand Manager. “By working together with local residents, we’re turning an area often defined by its challenges into one that reflects the community’s resilience and commitment to positive change. We’re proud to be a part of this.”

By investing in local labour and providing hands-on training, Heineken and Greenpop ensure that the green zone is maintained by those who know and care for it best.

A vision of green spaces for all

“This green zone at Lavender Hill is a testament to how urban greening can uplift entire communities,” said Chris Nash, HGZ’s Urban Greening Project Manager. “By bringing in natural beauty, we’re creating more than just a space – we’re fostering a sense of pride, unity and environmental responsibility. This project represents a step forward for a community that deserves the healing benefits of nature.”

With the Lavender Hill Green Zone, Heineken and Greenpop are making strides in addressing inequality in public green spaces in Cape Town. This new zone improves air quality, supports biodiversity and offers residents a higher quality of life – benefits often limited to more affluent areas. Through this project, Heineken continues to ensure fields are green with grass, not glass - and stands as a champion for a cleaner, greener future.