Patagonia recruits activist to head up environmental action and initiatives in Europe

By

Olivier Guyot

Published
Nov 21, 2020

If there's one apparel brand that has succeeded in associating itself to environmental protection, it's Patagonia. Founded by Yvon Chouinard in 1973, the American brand is now a certified B Corp., meaning that its operations are compliant with demanding environmental and social responsibility regulations.

The company claims to have made some $110 million in grants and donations to actions in favor of environmental protection and seems to be looking to reaffirm its engagement with its latest appointment.

Patagonia has just recruited Beth Thoren as its environmental action and initiatives director for the Europe, the Middle East and Africa (EMEA) region. Having spent the last 20 years working in NGOs, the Harvard graduate and environmental activist most recently served as deputy chief executive at UK-based charity ClientEarth, which works with existing legislation to defend the environment. 

ClientEarth notably participated, alongside Patagonia, in the Save the Blue Heart of Europe campaign. This initiative sought to protect Europe's last wild rivers, located on the Balkan Peninsula, from the threat of more than 3,000 hydroelectric projects.

"It has never been more vital for businesses to take a definitive stand for the environment," said Thoren, who will report to recently appointed Patagonia CEO Ryan Gellert. "Having spent a large part of my life working for a positive and just future for people and our home planet, I am thrilled to be bringing my expertise to this activist company, as we confront the world’s most serious environmental problems and promote solutions to the climate crisis."

Thoren will be based at Patagonia's European HQ in Amsterdam, the Netherlands.