March 14, 2012 | ||||||||
Tissue Issue #5 - Reducing press section vibration | ||||||||
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Do pressures to become more sustainable have a real impact on the industry? (Editor's Note:
This article appeared in "Over the Wire: Tissue Edition" of March 3, 2012.)
Following accusations of Asia Pulp & Paper's (APP) deforestation in
Indonesia, now eight large retailers have decided to stop carrying the
Paseo tissue products manufactured with APP virgin fiber. Among the
retailers are Kroger, BI-LO, Brookshire Grocery Co., K-Mart, and Weis
Markets. The actions taken by these retailers are a clear illustration
of how customers have come to value responsible and sustainable forestry
management.
This is not the first time a tissue producer has been criticized for
its sustainability practices. Beginning in 2007, Greenpeace introduced
the "Kleercut" campaign, pressuring Kimberly-Clark to use more recycled
fiber content in its tissue products. In 2009 Greenpeace announced that
it would end the "Kleercut" campaign as K-C promised that 40% of fiber
will be recycled or FSC certified by the end of 2011. Since then, Kimberly-Clark
has launched its Scott Naturals product line that contains 40% recycled
fiber, exited pulp manufacturing, and continues to market a greener
image.
Other criticized companies, including P&G and Georgia-Pacific, have
responded in a different way, working towards FSC certification so as
to not sacrifice the premium quality of their products.
Regardless of whether or not the accusations hold true, APP, to recapture
the lost business, has already begun to provide customers with more
visibility into the sustainability of its operations in Indonesia.
APP's PRESENCE AND GROWTH IN THE U.S. It is no doubt that the recent public outcry for more visibility into
APP's practices has dampened this impressive growth. However, APP along
with Oasis Brands is already taking steps to mitigate the impact on
the bottom line.
APP'S RESPONSE Oasis Brands has also emphasized that its suppliers must "...demonstrate
a commitment toward sustainable forest practices, following 100% legal
compliance of the country of origin and/or obtaining industry recognized
certification from such groups as The Program for the Endorsement of
Forest Certification (PEFC) and The Indonesian Ecolabeling Institute
(LEI)."
INDUSTRY IMPACTS OF SUSTAINABILITY PRESSURES Regardless, consumers today are more informed and there is real value
being placed on environmentally friendly and sustainable practices.
Sustainability is becoming the industry standard.
Lindsay Gervais is Consultant at Pöyry Management Consulting and
can be contacted at: lindsay.gervais@poyry.com.
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