Green Paper Mills buoyed by dramatic jump in sales

    Unprecedented environmental action spreads throughout publishing and
    printing industries despite difficult year for most Canadian paper mills
    says new report

    MONTREAL, Feb. 7 /CNW/ - A new report released today at Paper Week by
environmental publishing organization Markets Initiative shows Canada's
printing, newspaper, book and magazine sectors - worth $19 billion a year -
made major environmental headway in 2007 despite difficult economic conditions
for Canada's paper mills.
    More than 520 Canadian book publishers, magazines, newspapers and
printers now have Ancient Forest Friendly or eco-paper purchasing policies in
place, up from 172 publishers, printers and magazines at the beginning of
2007, a 300% increase. Meeting this increased market, seventeen additional
eco-papers were available to publishers in 2007. Whilst most paper producers
faced record losses and mill closures in 2007, green paper mills fared well
with increased sales and market access. One mill, Cascades Fine Paper, saw a
235% jump in the sales of their 100% recycled paper. Sales for Domtar Inc's
FSC paper doubled from 2006 to 2007.
    Also, new polling unveiled in the report shows these environmental
initiatives - including printing publications on recycled paper - are greatly
supported by Canadian consumers. Ninety five per cent of Canadians say an
environmental policy and progress toward meeting its targets are important
benchmarks of a publishing company's environmental integrity.
    "The only bright light for the paper industry this past year has been a
green light," said Nicole Rycroft, executive director of Markets Initiative.
"The forestry and paper industries are often deemed to lack innovation, but
with green product demand rising as it is, there are a number of Canadian
mills already benefiting from environmental innovation. This is good news for
the climate and Canada's Boreal Forest."
    She added while environmental leadership has been strong, companies must
make concrete environmental actions to gain consumer trust. The report found
78 per cent of Canadians believe companies are marketing themselves to be
greener than they really are in practice. The report noted recent examples of
companies overstating their environmental actions, including US magazines that
have run 'green' issues on 100% virgin paper, including Vanity Fair, while
Nippon Paper Group and Oji Paper, Co. Japan's largest paper producers, have
been caught in a green marketing scandal. As part of its recommendations,
Markets Initiative cautions companies building green brands not to
underestimate the ramifications of greenwashing to an increasingly informed
and savvy consumer base.

For further information:

For further information: and to view the report and poll please visit Nicole Rycroft, Executive Director of Markets
Initiative, (778) 987-9099; Nessa Prendergast, Director, Media Relations for
Transcontinental, (514) 954-2809; Normand LeCours, VP Marketing and Sales for
Cascade Fine Papers, (514) 250-0137; Lewis Fix, Director of Business
Development for Domtar Inc, (630) 445-5674; Robert Hutton, Executive
Vice-President Pollara Strategic Insights, Office: (416) 921-2233 x 2236,
Cell: (416) 828-7301

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