Posts Tagged ‘Earthkeeper products’

Trail of Heroes, Outdoor Treasure Hunt

Timberland Europe teamed up with Geocaching to launch the Trail of Heroes, merging our key values of eco-friendly, love of the outdoors and adventure with the world’s largest location-based recreational activity.

For readers not familiar with the game, geocaching is essentially a high-tech “treasure hunt” in which players use Global Positioning Systems (GPS) devices to hide and seek hidden containers, (called caches) in the outdoors.  Caches come in all shapes and sizes, and all contain a log book or logsheet for players to sign. There are currently over one million active geocaches hidden around the world.

We love the outdoors, and the aim of this high-tech outdoor treasure hunt was to encourage people to rediscover the environmental treasures hidden in these great cities using GPS to locate the caches.

The series of events launched on 18th May 2011 in Paris, Brussels, Madrid, London, Milan and Berlin. We hid 4 caches in each of the cities, and all people had to do was find each of the caches and record the “hero ID” hidden inside and load it onto our Trail of Heroes website.

One of the Timberland Trail of Heroes caches

There were great rewards up for grabs for those taking part, including Earthkeeper boots for the first person in each country to find the caches, and a grand prize being awarded to the overall European winner of a trip for 2 to Iceland. This prize includes a hiking excursion of Iceland’s highest waterfall, geysers and glaciers. This prize will be won when the final cache is released across the participating countries tomorrow, 3rd June.

A trip to Iceland for the lucky Trail of Heroes winner

Take a look at the video to see what it’s all about:

Timberland’s 2010 CSR Results and the Importance of Target Setting

It’s that time of year where people in my position are busy compiling year-end social and environmental performance which will eventually end up in our Corporate Social Responsibility report. Timberland has been reporting on our impacts since 2000, and we’re proud to share our accomplishments and how we got there. What’s equally as important is communicating our failure to meet certain targets, why that may have happened and what we’re doing about it. We call this balanced transparency – and it’s critical for building credibility as a responsible business.

Why would we publish targets that might be aspirational? As a public company, we strive to make responsible choices every day for our business, communities and the outdoors. We vet our targets internally with business units who are responsible for implementing programs to meet these goals, and also externally with issue experts, NGOs, and other stakeholders who push us to reduce our impact and improve the places we live and work. This process holds us to a higher standard. For example, we recently achieved a 38% GHG emissions reduction at the end of 2010 – a huge accomplishment by corporate standards. Sure, we didn’t meet our target last year – but we would never have reduced our footprint by as much as we did had we not set an extremely aggressive goal to in the first place.

And now we’re at it again… at the end of 2010, we collected data to see how we fared against other bold goals. Below, you can find a sampling of our year-end 2010 results, organized by Timberland’s four CSR “pillars,” which are also available for download at By analyzing our current progress and challenges, we can now look to a longer-term horizon to consider new and different ways we will reduce our impact. For the last six months, we have been working on new targets that push us even further. We’ll publish these goals externally so that stakeholders can track our progress – look for our new CSR report late this summer!

2010 CSR Results


  • As already noted, we achieved a 38% emissions reduction in 2010. This achievement is for our owned and operated footprint and employee air travel, over a 2006 baseline. Our recently released white paper gives all of the details.


  • Green Index® scores stayed relatively flat, which is an achievement because we scored a greater variety of products in 2010 (vs. mainly Earthkeeper product or “green” outdoor product in 2009), which included heavier leather styles that tend to score worse.  An increase in recycled content, our phase-out of PVC, and continued reduction in VOC consumption helped improve scores.
  • Of the cotton we purchased in 2010, 34% was organic. This is significantly higher than 2009 (18%), which is impressive given the sharp rise in the price of organic cotton and cotton as a whole.


  • At the end of 2010, 32% of our suppliers had High Priority scores (compared to 32% at the end of 2009) primarily due to Wages and Working Hours issues. With the economic situation improving while labor shortages continued, working hours was a particularly challenging issue for many factories this year.  Our sourcing managers are increasing regular assessments of factories’ production capacities and making adjustments in orders (or securing additional suppliers).


  • Timberland employees served a total of 75,859 hours in 2010, which represents an 8% decrease in hours served compared to 2009.  Continuing high demands on employees’ time at our manufacturing facility in the Dominican Republic along with our distribution centers in the U.S. contributed to a significant decrease in hours served as compared to last year.