Archive for June, 2008

The Evolution of Timberland Product Labeling

A Nutritional Label—for Shoes

Timberland Nutrition Labwel

More and more, today’s consumers want to know what kind of environmental footprint is being left by the products they buy. In 2006, Timberland began putting that information on 30 million footwear boxes: by placing a “nutritional label” on every box to educate consumers about the product. Where it was manufactured. How it was produced. And its effect on the environment. To create the label, three critical areas are highlighted. Information about the manufacturing plant. The impact of manufacturing on the climate. And the impact on the community, including such factors as the number of hours of volunteer service performed by Timberland employees to “Make it better” in the community. We’re also putting a message inside the box asking consumers to consider what kind of footprint they themselves are leaving and encouraging them to become proactive in the effort to protect our planet. Under this initiative, footwear boxes are also crafted from 100% post-consumer recycled waste fiber, using no chemical glues. Only soy-based inks are used to print the labels, which are the first of their kind in the industry.

The First Step

So far, public reaction has been positive. But, as the Chinese proverb states, Read the rest of this entry »