Engaging Communities
Once a modest family business, Timberland has grown into a fairly big company—and we owe a lot of our success to the people and places around the world where we set up shop. That’s why engaging citizens, employees, and consumers through community service has always been a priority for us.




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15 Countries. 51 Events. 1,500 Volunteers.

More than 1,500 Volunteers Around the Globe Come Together to Serve their Local Communities

Timberland employees love the fall. Not only do we get to wear our favorite Timberland boots, we get to pull them on to make a difference at our annual fall celebration of service called Serv-a-palooza. This year we are celebrating our 17th annual Serv-a-palooza at which employees and guests around the globe come together to serve their communities. The daylong celebration provides Timberland employees worldwide with the opportunity to impact the community, build teamwork and engage stakeholders in Timberland’s ethic of service.

“Even in its 17th year, Serv-a-palooza remains one of our most beloved community service events,” said Atlanta, McIlwraith, senior manager of community engagement for Timberland. “Serv-a-palooza represents an opportunity for us to reconnect with our neighbors and provide them with much needed resources that will support their community growth for years to come. It is our continued hope that our unwavering commitment to service will inspire others to spread the positive impact throughout their own communities around the world.”

Across North America, Europe and Asia, Timberland is hosting Serv-a-palooza projects in more than 50 locations, across 15 international markets with some 12,000 hours of service performed by 1,500+ volunteers in September and October. Some events include:

  • Building a library for a local Primary School that has limited resources in Malaysia
  • Cleaning up a coastal beach in Taiwan
  • Reconstructing a homeless shelter for children in the Dominican Republic
  • Planting 1,200 trees in Italy to create an urban park
  • Renovating a shelter in the United Kingdom
  • As part of the Path of Service™ program, which provides full-time employees up to 40 paid volunteer hours per year, Timberland organizes two global service events each year. The annual Spring event, Earth Day, focuses on Timberland’s commitment to serving the environment, while Serv-a-palooza in the Fall, focuses on serving communities in need. During this year’s Earth Day celebration, Timberland employees surpassed a major milestone of having served over one million hours. Serv-a-palooza will gets us underway in serving our next million hours.

    At our brand headquarters in Stratham, NH more than 360 employees and guests served more than 2,900 hours at seven community building projects in nearby Lawrence, MA. Service projects included running our signature “Leave Your Footprint” fair at a school serving kids in need. At the fair, students received a new pair of Timberland shoes, chose a book for themselves and one to donate to someone else, and learned about the value of recycling. Other projects included running a job readiness fair and employer expo to support unemployed job seekers in finding work, providing a facilities makeover and a new garden to a homeless shelter and more.

    At the end of the service day, Timberland volunteers from different sites convened for a community block party in the common opposite Lawrence City Hall. Mayor Dan Rivera and other community members joined the celebration to thank the volunteers for the service.

    Timberland Stratham employee and first time Serv-a-palooza project director Chris Reynolds said: “everything about this Serv-a-palooza was incredible –from partnering with the community, witnessing how engaged and inspired our volunteers were throughout the day, and seeing our impact – the whole experience was rewarding and unforgettable.”

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One million hours adds up to a lot of time, namely 41,667 days or 114 years. If you had one million hours, you could build the Hoover Dam 22 times, run the world’s fastest marathon 487,804 times, or read 40.3 million emails. You could also spend that time serving in your community just like Timberland employees worldwide have done over the past 22 years.

Since 1992, Timberland has provided employees with paid time to serve in their communities through the company’s award winning Path of Service™ program. Employees worldwide receive up to 40 paid community service hours each year and serve at a range of company sponsored and individual projects. To help employees use their service hours, Timberland organizes two global service events each year: Earth Day in April and Serv-a-palooza in the Fall. For both events, employees pull on their boots to make a difference in communities where they live and work.

While serving at Timberland’s 16th annual Earth Day events this year in more than 100 locations in over 19 countries, Timberland employees served their one millionth hour. “As an outdoor brand − our logo is a tree, after all − protecting the environment is very important to Timberland. Couple that with our 22-year history of community service, and you can see why the weeks surrounding Earth Day mark the perfect time for us to pull on our boots and make a difference,” said Atlanta McIlwraith, senior manager of Community Engagement for Timberland. “This year is especially exciting as we closed in on our one millionth service hour. We are deeply grateful to the employees and partners who have served with us along the way. We look forward to the next million hours, and the continued positive impact we can have worldwide.”

At Timberland’s Earth Day events worldwide, some 30,000 hours of service were performed by 5,000+ employee and guest volunteers in April and May. Employee volunteers planted trees in the Netherlands and the UK; created gardens, restored trails, and removed invasive species in Switzerland; cleaned the beach, monitored water quality, and harvested saplings in Singapore and Malaysia; cleaned gardens and parks in Hong Kong and the Dominican Republic; and did much more. At Timberland headquarters in Stratham, NH over 300 employees and 50 guests served at seven environmentally focused projects in three different states. Stratham’s Earth Day event was preceded by a party the day before to celebrate the 1,000,000 hours milestone.

“Timberland’s commitment to volunteerism has been a huge inspiration to me personally since joining the brand in 2011,” said Patrik Frisk, coalition president, Outdoor Americas, VF Corporation and president of Timberland. “Timberland’s rich history of sustainability is evident in so many things the brand does, from eco conscious product innovation to sustainable sourcing. But there’s something very powerful about the positive impacts that come about – for employees as well as the community — from hands-on service. One million hours is a milestone to be proud of. It is my hope that this vigorous celebration will inspire companies and individuals around the globe to take action in their own communities.”

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Look at an aerial view of Hispaniola—the two-nation island that contains the Dominican Republic and Haiti—and the border between the countries is startlingly obvious. On the Dominican side, lush, green forests carpet the hills. On the Haitian side, a barren, brown landscape stretches into the distance. With only 2.2% of its forests remaining, Haiti was a perfect candidate for Timberland’s ambitious tree-planting initiative.

In 2010 Timberland set a global goal of planting 5 million trees by 2015. Timberland’s tree planting project in Haiti supports this goal, specifically aiming to create a self-sustaining agro-forestry model that will result in agricultural improvement, environmental restoration, and improved wellbeing for participating farmers.

“We saw a strong need for restoring the environment in Haiti,” says Margaret Morey-Reuner, Timberland’s senior manager of global brand value marketing. “We wanted to help reverse the pattern of deforestation in a sustainable manner. Our goal was to provide the seed funding for a network of nurseries that would be self-sustaining in 36 to 48 months.”

To accomplish this, Timberland partnered with Smallholder Farmers Alliance (SFA), an organization dedicated to improving lives in Haiti through a combination of forestry and agriculture. According to SFA president Hugh Locke, Timberland’s approach is somewhat unique.

“With Timberland, we’ve found a true partner rather than just a source of funding,” Locke says. “They’re committed to developing the capacity of the farmers and come up with a new approach that would ultimately be self-managed and self-funded.”

Under the Timberland/SFA initiative, farmers grow trees in exchange for better crop seeds, tools, and training. The farmers’ ultimate reward is increased revenue as a result of the sale of excess trees and higher crop yields—as well as the benefit of using the newly planted trees as “living fences” for farmers to protect their land without investing in poles and fencing to maintain them.

With Timberland’s support, SFA oversees the program in conjunction with agronomist Timote George, the former Haiti country director of an organization called Trees for the Future. They chose the area surrounding the city of Gonaïves for a pilot project, which had been devastated by floods in 2008. Success depends on combining agriculture and forestry in a discipline known as agroforestry. That means motivating 2,000 local smallholder farmers to plant and grow the trees.

“From day one, we were rigorously disciplined about the process,” says Locke. That meant allowing the farmers themselves to make all the decisions, from selecting the seed to setting prices. “We had agronomists available to help, but the farmers themselves were the agents in the process,” says Locke.

Three years into the project, Morey-Reuner reports that crop yields are up 40-50% . Due to the crop revenues generated, the farmers are now able to send their children to school and purchase livestock—something they couldn’t afford before. Timberland and SFA are planning a similar cooperative venture in northern Haiti, beginning in July 2013.

As Timberland’s initial pilot in Gonaives begins to deliver sustainable results, its success signals an opportunity to expand the program to other countries. We’re busy planting trees all over the world, on almost every continent where environmental restoration is in need. “Just like the people are ready for change, the environment is ready for change,” says Mark Newton, Timberland’s vice president of corporate social responsibility. “Given a little bit of incentive, local partners, and community engagement, you can do amazing things.”

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