Timberland launches new footwear packaging initiative
27 Jan '06
3 min read
Footwear and apparel company Timberland has announced a footwear packaging initiative that reduces Timberland's environmental impact and provides consumers with new information to help guide them in the purchase process.
The initiative, the first of its kind in the retail industry, will be seen in stores in 2006.
Most notably, Timberland will place a "nutritional label" on each box that will educate consumers about the product they are purchasing, including where it was manufactured, how it was produced, and its effect on the environment.
Highlights of the packaging initiative include: (1) the "nutritional label" that will inform consumers about Timberland's environmental and community impact, (2) footwear boxes made of 100 percent recycled post-consumer waste fiber, (3) footwear boxes using no chemical glues and only soy-based inks to print labels and (4) messaging inside the box that asks consumers "what kind of footprint will you leave" and provides a call to action for them after purchase.
Jeffrey Swartz, Timberland's President and Chief Executive Officer, said, "As a company, Timberland wants to make it better and the new packaging will do just that."
"Our goal is to reduce our impact on the environment while engaging consumers to take action. This packaging and labeling initiative should make our industry more transparent and give consumers the information they need to make smart buying decisions," he said.
The'nutritional label' has three sections: The 'Manufactured' section gives the name and location of the factory where the product was made. The "Environmental Impact" section reports how much energy is needed to produce Timberland(R) footwear and how much of Timberland's energy is generated from renewable resources such as the sun, wind or water.
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