In 1957, James K. (J.K.) Irving (K.C.'s eldest son) pioneered the company's reforestation and tree improvement programs and expanded our forest products' business. Since then, the company has planted over 960 million trees - a national record in Canada. Trees, being nature's air filters, absorb carbon dioxide to combat global warming. Today, continual reforestation is sustaining jobs and a diverse value chain of forest products that J.K. and his sons have grown over the years.