The Timberland Company has launched a footwear packaging initiative to increase the level of transparency for consumers. As part of the initiative, which will be introduced in stores in 2006, Timberland will place a "nutritional label" on each box that will inform consumers about the product they are purchasing, including where it was manufactured, how it was produced, and the effect on the environment.

Furthermore, the footwear boxes will be made of 100% recycled post-consumer waste fibre, will use no chemical glues and will use only soy-based inks to print labels. Messaging inside the box will also asks consumers "what kind of footprint will you leave?" and will provide a call to action for them after purchase.

The "nutritional label" has three sections: the "Manufactured" section gives the name and location of the factory where the product was made, the Environmental Impact" section reports how much energy is needed to produce Timberland footwear and how much of Timberland's energy is generated from renewable resources such as the sun, wind or water, whilst the "Community Impact" section details what percentage of factories are assessed by the company against Code of Conduct standards, the percentage of the workforce that are children and the total number of hours volunteered in the community by Timberland employees.