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Alexander Book Co. a locally owned, independent bookstore serving downtown San Francisco announced on Earth Day, April 22, 2005 that they would plant a tree every time a customer made a purchase. Eighteen months later, Alexander Book Co. has helped plant 48,000 trees. "We chose this endeavor because of the twenty million trees cut down each year on average over the last three years to meet the needs of the American book industry, says Michael Stuppin, President of Alexander Book Co. As a small independent bookstore serving the downtown San Francisco Community, we are trying to set an example for the book industry to follow."