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PUMA goes carbon neutral by protecting lions in Kenya
PUMA, the sporting goods brand, and its parent company PPR will offset their 2010 carbon dioxide emissions by purchasing carbon credits generated through conservation of wildlife habitat in Kenya.
The deal, announced Tuesday, means that PPR is the first luxury products company to offset emissions by buying Reducing Emissions from Deforestation and Degradation (REDD) credits certified under the Voluntary Carbon Standard.
PPR will offset 98,729 tons of carbon through the deal, which was signed with Wildlife Works Carbon, a carbon conservation outfit.