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Tru Fragrance is embarking on Tru Blooms Chicago, a community project in which a city will com

June 29, 2012

• Tru Fragrance is embarking on Tru Blooms Chicago, a community project in which a city will come together to fulfill a mission of sustainability, urban beautification and job creation through the planting of flowers and gardens specifically for the development of a fragrance. The initiative will transform the city’s public and neighborhood green spaces into growing spaces for flowers, which will be captured in a limited edition perfume.

Tru Fragrance held a groundbreaking of a half-acre garden in Grant Park. Roses, lavender and violets, the Illinois state flower, are being planted in gardens and flowers beds throughout the city, including Chicago Botanic Garden’s Windy City Harvest, Green Youth Farm and Cook County Boot Camp urban agriculture programs; Growing Home’s Englewood garden; Water Tower Place and neighborhood gardens managed by NeighborSpace.

Farmers employed through a combination of local nonprofits will cultivate the flowers throughout the growing season, culminating in the creation of a custom women’s fragrance infused with the flowers’ unique aromas.

Developed and underwritten by Tru Fragrance, Tru Blooms Chicago will be a joint effort between the fragrance company, the city and community organizations including the Chicago Park District, the Chicago Botanic Garden, Growing Power, Growing Home and NeighborSpace.

“The City of Chicago is focused on fostering the strong and growing economic opportunities and job creation associated with sustainability,” said Karen Weigert, chief sustainability officer for the City of Chicago. “This program is an innovative partnership that will create jobs and build economic growth in Chicago, while highlighting the value of sustainable business in the city.”

Tru Blooms Chicago First Harvest eau de parfum will be available at select Chicago retailers and online beginning Oct. 15.
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