Yvon Chouinard is a legendary rock climber, surfer, environmentalist and outdoor industry businessman, noted for his contributions to climbing, climbing equipment and the outdoor gear business. His second company, Patagonia, is known for its environmental focus.
Recognizing that the financial success of the company provided the opportunity to also achieve personal goals, Chouinard committed the company to being an outstanding place to work, and to be an important resource for environmental activism. In 1984, Patagonia opened an on-site cafeteria offering "healthy, mostly vegetarian food," and started providing on-site child care. In 1986, Chouinard committed the company to "tithing" for environmental activism, committing one percent of sales or ten percent of profits, whichever is the greater. The commitment included paying employees working on local environmental projects so they could commit their efforts full-time.
"Let's Face It" Visual Petitions is a campaign through the Origami Whales Project, which is a listed non-profit of 1% For the Planet, founded by Patagonia.