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Wednesday, Oct 16, 2013 6:50pm
Apple green chief: Cook didn't hire me to 'keep status quo'
Apple's new VP of environmental initiatives, Lisa Jackson, has reportedly outlined her strategy to help the company improve energy efficiency. Speaking during a keynote session at the Verge conference in San Francisco, the former Environmental Protection Agency head also commented on the challenges of collecting data on sustainability projects to properly gauge effects on the company's carbon footprint.

"Tim Cook didnít hire Lisa Jackson to be quiet and keep the status quo," Jackson said during the session, as quoted by GigaOM. "We understand our responsibility and we do care."

Just four months into her new position, Jackson arrived as the company was already working to lower its carbon footprint and eliminate toxic chemicals from its products. She pointed to the life-cycle analysis highlighted by Steve Jobs in 2009 as a good example of Apple's early attempt to collect and publicize data regarding sustainability initiatives.

The executive stepped in to oversee the environmental initiatives across the company, including any efforts aimed at manufacturing processes, within the supply chain or related to data centers. Energy efficiency is said to be the top priority, though Jackson also acknowledged the positive publicity from clean-power projects utilizing solar or wind energy.

Even before Jackson was hired, Apple had received praise from environmental advocates for becoming an industry leader in sustainability. Greenpeace voiced enthusiasm when Jackson was added to the team, noting that she could help the company become the "top environmental leader" in the tech sector.