Hyundai Motor has announced the beginning of a project to begin a five-year project to turn 50 sq. km of infertile land into grassland by 2012. Hyundai is doing so with the help of the Korean Federation for Environmental Movment (KFEM). The project, named Hyundai Green Zone, is located 660 km north of Beijing. The goal of the project is to end the reoccurring dust storms in Beijing, block desertification and protect the local ecosystem. Local weeds will be planted in the region that have the ability to endure sterile alkaline soil. This is the first environmental project of the company’s social contribution program.