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A Celebration of Conservation: Finlandia Vodka's Luncheon for Jane Goodall

On June 3, 2025, an exclusive luncheon took place in London, hosted by Finlandia Vodka in collaboration with SXSW London. This event was designed to honor the incredible contributions of Dr. Jane Goodall, a revered ethologist and conservationist, whose work has significantly impacted the understanding of chimpanzees and wildlife conservation.

Dr. Goodall’s remarkable journey began over sixty years ago. Her groundbreaking research at Gombe National Park in Tanzania has transformed the field of ethology, enabling deeper insights into the lives of wild chimpanzees and their complex social interactions. This year marks the 65th anniversary of her research program, a testament to her dedication to studying and preserving wildlife. In addition to her research achievements, Dr. Goodall has consistently advocated for sustainability and the welfare of animals through the Jane Goodall Institute, which has impacted communities and environments globally.

The luncheon attracted an array of influencers and thought leaders, reflecting the spirit of the event - recognizing the importance of conservation work while drawing attention to environmental stewardship. As part of the event, Finlandia Vodka proudly announced a donation of €30,000 to the Jane Goodall Institute UK. This significant contribution will support a new initiative, Dr. Jane's Dream, which encompasses the establishment of the Jane Goodall Centre for Hope, set to open in October 2026 in Arusha, Tanzania.

The center will serve as an educational hub, expected to attract thousands of visitors, and will include exhibit spaces detailing Dr. Goodall's life and work, a serene garden, a theatre, and the showcase of artwork by African artists. Dr. Goodall expressed her gratitude during the event, saying, “I am grateful for Finlandia's donation and their support, and to be here for this wonderful lunch.”

In addition to honoring Jane Goodall, Finlandia Vodka introduced its new global campaign, "It's Soooo Fine," which celebrates living authentically and embracing individuality. The approach adopted by the brand emphasizes meaningful engagement with a curated group of "friends of Finlandia." This diverse collection of innovators and visionaries enhances the brand's commitment to philanthropy and meaningful connections.

Yannis Athanasiadis, the Global Leader of Finlandia Vodka, reiterated the brand's alignment with Dr. Goodall’s values, stating, “We are thrilled to partner with the Jane Goodall Institute, an organization whose work we have long admired. Jane Goodall and her Institute embody the values that our brand espouses, including authenticity, sustainability, and longevity.”

The Jane Goodall Institute is a testament to Dr. Goodall's lifelong commitment to conservation. Founded in 1977, it focuses on community-led conservation efforts worldwide, improving the lives of animals and their habitats alongside empowering global citizens to engage in conservation. Their programs, including Roots & Shoots, encourage young people to take part in hands-on projects that enhance community welfare and environmental stewardship in over 75 countries.

As we look toward the future, initiatives like those supported by Finlandia Vodka are vital in fostering a sustainable world. The intersection of conservation, education, and community engagement embodied in this luncheon reminds us of the collective responsibility we hold toward our natural world and the legacy we wish to create for future generations.

With this celebration, both Finlandia Vodka and the Jane Goodall Institute renew their commitment to protecting our planet and its inhabitants, ensuring that the spirit of conservation continues to thrive for years to come. For more information about the Jane Goodall Institute and how you can support conservation efforts, visit www.janegoodall.org.uk.