Which pioneering natural products company first implemented a 'Negative Carbon Footprint' marketing campaign, removing more carbon than its operations produced?

In the natural products industry, marketing strategies have evolved significantly to emphasize sustainability and environmental consciousness. Companies are increasingly finding innovative ways to communicate their commitment to the natural world while differentiating themselves in a competitive marketplace. This trivia question focuses on a groundbreaking marketing campaign that changed how natural product brands communicate their environmental impact.

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Patagonia, with its 'Earth Tax' initiative in 2019
Dr. Bronner's, with its 'Regenerative Organic' campaign in 2018
Pukka Herbs, with its 'Climate Fair' program in 2020
Numi Organic Tea, with its 'Climate First' initiative in 2020