A rideshare service in Penticton will be marking Earth Day by turning trips into trees.

All day on Earth Day, April 22, Uride will plant a single tree for every trip booked.

Uride is partnering with Flash Forest, a Canadian company that uses drones and plant science to aid reforestation in areas hit by wildfires.

鈥淐aring for our planet requires action from all of us,鈥� said Cody Ruberto, founder and CEO of Uride. 鈥淲ith this 鈥楻ide for a Reason鈥� initiative, we鈥檙e leveraging our platform to make every journey count. Each tree planted is a step towards combating deforestation, supporting biodiversity, and tackling the urgent challenge of climate change.鈥�

Uride started in Ontario in 2017 before expanding to Penticton, Vernon and 琉璃神社 in 2023.

The Ride for a Reason campaign is the latest effort from the company鈥檚 good deeds program, which has included previous initiatives such as matching tips from passengers for drivers.