Timberland Plants Two Millionth Tree in China's Horqin Desert as Part of Its Commitment to Protect The Outdoors
-- Timberland reinforces long-term ambition to be the most sustainable outdoor lifestyle brand on earth
TONGLIAO, China, Sept. 2, 2015 -- Global outdoor lifestyle brand Timberland today marked the planting of a total of two million trees in the Horqin Desert, a significant milestone in its ongoing program to tackle desertification in Inner Mongolia. This achievement is a key part of the company's CSR efforts in Asia, and further demonstrates its continued commitment to protect, create and restore the outdoors and support the communities in which it operates.
In 2001, inspired by the company's commitment to environmental sustainability, one employee suggested that Timberland play a role in reforesting the Horqin Desert to help tackle the root cause of the sandstorms in her home country of Japan. As a result, Timberland formed a partnership with Green Network, a Japan-based non-profit organization.
Fourteen years later, Timberland has contributed more than JPY 120 million (about CNY 6 million at current exchange rates) and 291 days of employee time to support the reforestation project.
"As an outdoor lifestyle brand, protecting and creating a more sustainable environment is not just a nice to have - it makes good business sense. That's why we're committed to the responsible design and manufacture of all our products, as well as making the places where we live and work more sustainable," said John Gearing, Vice President and Managing Director of Timberland & Sportswear, Asia Pacific. "Today's major achievement of planting two million trees in Horqin signifies our continued commitment to protect the outdoors, not just in the short term, but for future generations."
Northern China's Horqin Desert, situated in Inner Mongolia, was grassland until as recently as the 1960s. But a combination of over-grazing of the land and climate change led to deforestation of the area, resulting in the creation of a desert the size of Switzerland (42,300 square kilometers).
This exposed land, combined with the prevailing westerly winds, has contributed to sandstorms that affect not only the local environment, but northern China as a whole, as well as other parts of the region including Japan, South Korea and Taiwan. The frequency and severity of sandstorms has been on the rise as the result of this desertification - China has already experienced four sandstorms this year, including one of the heaviest sandstorms in over 13 years, in April 2015.
Today, as a result of the partnership between Timberland and Green Network, over 700 hectares (or 7 sq.km) of trees have now been planted - enough to fill 1,200 football fields. The reforestation project, along with similar efforts by the government and private sector, has led to a decrease in the area of desertified land in the Horqin Sandy Land area in recent years. The local ecosystem has also been partially restored, helping to protect existing farmlands and the livelihoods of the local community - vegetation productivity in the Horqin region has improved by an average of 3.9% every year between 2000 - 2010. Reforestation projects such as the one in Horqin have also been shown to help reduce the negative impacts of desertification and sandstorms, including improving air quality.
Alongside its reforestation efforts, to ensure the long-term success of the project, Timberland works with Green Network to educate the local communities about how to prevent further desertification. By advising the indigenous population on more effective land use and farming methods, Timberland is working to ensure the project has a sustained positive impact.
"At the highest level, Timberland strives to make it better - for our products, for the outdoors, and for the communities around the globe where we live, work and play" said Colleen Vien, Global Sustainability Director at Timberland. "Today's tree planting reinforces our commitment to protect and restore the outdoors, and actively engages our employees in making it better for the community here in Horqin, and beyond" she added.
Notes to Editors
Timberland, a brand of VF Corporation (NYSE: VFC), is a global leader in the design, engineering and marketing of premium-quality footwear, apparel and accessories for consumers who value the outdoors and their time in it. Timberland markets products under the Timberland®, Timberland PRO®, and Timberland Boot Company® brands, all of which offer quality workmanship and detailing and are built to withstand the elements of nature. Timberland® products are sold throughout the world in leading department and specialty stores as well as company-owned retail locations and online. Timberland's dedication to making quality products is matched by its commitment to "doing well and doing good" - forging powerful partnerships among employees, consumers and service partners to transform the communities in which they live and work.
To learn more about Timberland, please visit www.timberland.com.
About Green Network
Green Network, a Japan-based non-profit organization established in 2000, started greening activities in Northern China's Horqin Desert, situated in Inner Mongolia. Apart from tree-planting activities, the project aims to educate farmers, prevent reckless animal grazing and appoint land custodians, with the overall objective of providing a stable life for local residents through effective and practical use of green-covered lands. The key to Horqin's success has been the NGO's relationship of mutual trust with the local government and local residents. In addition to hiring hundreds of part-time staff during peak season, eight core Green Network members reside in Horqin to oversee the operation.
FleishmanHillard, Hong Kong
James Dyson, +852-2586-7832, email@example.com
Liane Cresswell, +852-2586-7858, Liane.Cresswell@fleishman.com
Source: Timberland through PRNewswire by press release ©
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