Timberland announced plans to expand the company’s innovative Green Index label to all Timberland branded footwear. It is currently applying a Green Index rating to 14 percent of its footwear and is planning to use the rating to 100 percent of its footwear by the end of 2012.

In 2006, the company launched a new product packaging and labeling initiative, the first of its kind for the retail industry. It included the company’s «nutrition label,» which helps consumers understand more about where their product was manufactured, how it was produced and its impact on the environment. In the spring of 2007, Timberland took the nutrition label concept a step further and introduced the Green Index score, to report on product-specific ratings for select environmental factors.  The Green Index rating measures and reports on environmental impact in three key areas, Climate impact, Chemicals used and Materials used.

The company is also working through the Outdoor Industry Association on the development of an industry standard for product footprinting—the Eco Index. While the Eco Index is not a consumer-facing label at this time, it will become the industry’s first standardized environmental assessment tool. «Individual efforts, like Timberland’s Green Index, are good options for now, but to truly empower consumers, we knew we needed a commitment from the entire industry. First mover companies only get so far—collaboration is integral to achieving a consumer-friendly, industry-wide standard, which is why we applaud the launch of the OIA Eco Index as a positive step in the right direction,» commented Betsy Blaisdell, Timberland senior manager of environmental stewardship.

Timberland believes that open, transparent communications about its business practices might encourage and inspire other brands to consider how they operate—and communicate about—their own business. As a result, the company’s Green Index methodology is available at www.Timberland.com for anyone to use and learn from.