John played a significant role in planting 653,143 trees in one day on August 25, 2006 in an event organized by the Department of Environment and Natural Resources (DENR). It mobilized 516,317 individuals, greening the Philippine Highway throughout the country.

Inspired by this feat, the JMKCF continues to initiate several environmental initiatives, within the PFI premises – through recycling and waste segregation and reaching out to the community where the company is located.

It also aims to help plant more trees by establishing partnerships with other organizations.