WHITBY, ON, Oct. 9 /CNW/ - Some of Canada's largest retailers are moving
quickly to respond to consumer demand for higher environmental standards by
changing a key aspect of their marketing that touches nearly every Canadian -
the humble weekly retail flyer.
Innovative retailers and progressive printers are forming partnerships
with Atlantic Newsprint Company, one of Canada's largest suppliers of 100%
recycled newsprint, to test a new newsprint line designed for the colourful
printed flyers that make their way into millions of Canadian homes each week.
The five new products, labeled Fooder News, Eco-Brite, Eco-Smooth,
Eco-Gloss, and Eco-Direct, have been created with higher gloss and brightness
than standard newsprint for printers that produce the millions of weekly
flyers and directories. Each product is made from 100% recycled fibre and is
manufactured at the Atlantic Newsprint mill here.
While newspaper publishers have adopted varying degrees of recycled fibre
in their newsprint (including Atlantic 100% recycled), the printers of flyers
have favoured paper made from virgin fibre or which contain smaller
percentages of recycled content.
"Canada's best retailers are very much in touch with their customers, and
their customers are setting ever-higher standards for environmental
performance," observes Michael Booth, vice president of sales for Atlantic
Newsprint, a division of Atlantic Packaging Products Ltd. of Toronto.
"Customers' expectations touch all areas of the retailer's business, so moving
to environmentally responsive products like our enhanced 100% recycled
newsprint for flyers is a step that leading retailers find appealing."
Major supermarket, hardware and general merchandise retailers are testing
the new Atlantic newsprint. Booth says the trials are producing excellent
"These are respected retailers with high expectations and they are
careful about any change they make in the face they present to consumers,"
says Booth. "They understand the value of presenting their marketing messages
on 100% recycled newsprint, and we think they will be pleased with the
The Whitby newsprint mill was Canada's first 100% recycled fibre
newsprint mill when it opened in 1991. It is one of five giant paper machines
in the Atlantic organization. Other machines manufacture tissue, linerboard
and 'medium' paper for use in box manufacture - all from recycled paper. The
Whitby mill consumes more than 200,000 tons of old newspapers and magazines a
year. The four new lines of 100% recycled newsprint were developed from the
newsprint the company currently makes for newspaper publishers across North
There are subtle differences between the 100% recycled newsprint used by
leading newspaper publishers and the new product created for flyers, Booth
says. "Retailers have specific demands for things like weight, brightness and
printing characteristics that we have to meet," he says. "They want to do the
right thing for the environment but they also have high standards for the
quality of the printed pieces they produce. With our Atlantic sheet, we think
they can have both."
Atlantic 100% recycled newsprint has been awarded the Green Seal
Certification in the U.S. and been selected for the Environmental Choice
Program in Canada.
Atlantic Packaging Products is a privately-owned company that has
developed a successful business model based on creating valuable consumer,
institutional and industrial products from recycled materials. The company has
22 manufacturing facilities, recycling operations and warehouses, including
paper machines, box manufacturing facilities, paper and polyethylene
bag-making operations and the design, testing and manufacturing facilities for
decorative corrugated packaging. The company employs over 2,500 people in
Canada and the U.S., and proudly claims it has never cut down a single tree in
its 62 years of making paper products.
For further information:
For further information: Michael Booth, Atlantic Newsprint Company,
(905) 708-4311, Michael_Booth@Atlantic.ca; Susan MacDonald, MacDonald & Co.,
(613) 966-4969, email@example.com