Jack Wolfskin is going in the same direction, recently reporting that it managed to reduce its CO2 emissions by 50 percent between 2007 and 2011. Key to the success was a substantial reduction of air freight and business flights, among others. The company has invested heavily in photovoltaic devices and solar-powered water heating. The brand has managed to bring the ratio of shipments on vessels to 88.2 percent to avoid a large portion of air freight. While the Paw's strategy in terms of sustainability is to avoid emissions rather than to pay compensation for actual emissions, the production of CO2 is not avoidable and, therefore, the company does pay compensations, through an NGO called PrimaKlima. Meanwhile, under the authority of Jack Wolfskin some 500,000 trees have been planted in Germany, South Africa and Nicaragua. The company is quite precise in figures: Between 2007 and 2011 the emission of CO2 was reduced from 56.1 kilograms to 26.8 kilograms per €1,000 of turnover.