Timberland, not the rapper.

Efforts where they should be, boots where they should be.

I was watching television when a Timberland commercial came on (not for the rapper, although he does a hell of a job collaborating in One Republic's "Apologize"!) Of course, after watching the commercial I knew I had something to write about. Who says watching t.v. is bad?

The commercial basically advertised Timberland's eco friendly stance (specifically for their "EarthKeepers Boat Shoe"), which encouraged me to find out exactly what that was.

Under their Global Commitment link, you can learn about what they look at as their impact on the world and what they're doing to lower that impact. With a simple tag line they sum up the point.

"We've all been part of the cause. We can all be part of the solution."

Their five step program to achieve carbon neutrality for their owned/operated facilities & employee travel is:

1. Verify our greenhuse gas inventoryby a third party
2. Reduce energy demand through improved efficiencies
3. Purchase whatever clean, renewable energy we can
4. Generate our own renewable energy on-site when we can't purchase clean energy
5. Purchase renewable energy credits to offset emissions and help develop renewable energy projects

They wish to become carbon neutral by 2010. A bold initiative, but something worthy to aspire to.

How they're spent coin on renewable energy already-

• 400 kW solar power system which provides around 60% power for Ontario, CA distribution center
• Distribution center in Enscede, Holland uses 100% renewable energy
• Corporate Headquarters/Dominican Republic factories have solar/wind power systems

What they do to help conserve forest resources-

• They've converted, last year, 100% of all footwear packaging from post-consumer recycled boxes/soy inks

Keeping the trees standing-

• Since around 2001, they've planted about 300,000 trees worldwide

Making responsible choices for product materials-

• They try to use reduced impact manufacturing processes
• they try to use recyclable and renewable materials at any opportunity
• Some examples of these materials are organic cotton, linen and hemp, recycled denim and shoelaces, and Vibram EcoStep soles made of 30% recycled rubber.

Additionally, they've listed a small group of ways to lower your carbon footprint on their website for further awareness. There's also a link toThe New York Times article on their efforts.

Obviously Timberland hearts the outdoors and preserving it while creating their products, I'm sure the rapper does also (except his is a different product!)