Yves Rocher may have passed on, but his love and respect for nature will continue for years to come. That’s because the foundation that bears his name will plant 50 million trees during the next five years. The announcement was made at a party to celebrate the 50th anniversary of the company’s founding.

Jacques Rocher, president of the foundation and son of the company’s recently deceased founder Yves Rocher, said indigenous trees would be planted in 13 locations, primarily in developing countries, such as India and Ethiopia, but also in France. Photographer Patrick Wallet will document the project.

Rocher noted the ecological campaign is in line with his father’s dedication to preserving the planet, which he said is also evident in Yves Rocher beauty products.

Bris Rocher, the company’s new president and the founder’s grandson, said the firm will remember “all of the values passed down by Yves Rocher and his commitment to the environment.” He remarked that while “everything has changed” in the world over the past 50 years, “nothing has changed” at Yves Rocher and that the company aims to continue its founder’s legacy for the next 50 years.