Markets Initiative Founder Wins Environmental Innovator Award

    Print Industry Honours Eco-Activist in Awards Ceremony

    TORONTO, Feb. 22 /CNW/ - Nicole Rycroft, Executive Director and Founder
of Markets Initiative, a national environmental publishing advocacy
organization, won the Environmental Innovator award at the Environmental
Printing Awards Gala last night at the Palais Royale, Toronto. The awards were
hosted by PrintAction and acknowledge Rycroft's pioneering work in helping the
Canadian print and publishing industries safeguard intact forests by shifting
to environmentally friendly papers.
    "Markets Initiative has blazed a trail in environmental publishing
internationally over the past seven years. This would not have been possible
had it not been for the vision and commitment of more than 170 Canadian
publishers and printers in the book, magazine, and newspaper industries," said
Rycroft. "Publishers and printers are powerful environmental change-agents and
there's no better time to be incorporating the environment into business."
    The Environmental Innovator Award is presented to an individual who has
been instrumental in the promotion or development of a new, environment
friendly printing usage, technology or production process. During the past
seven years, Markets Initiative has become one of the world's leading
environmental publishing advocates. It has been instrumental in catalyzing
industry demand that has resulted in 64 new Ancient Forest Friendly and
eco-friendly papers. Ancient Forest Friendly papers are those papers with the
highest ecological properties be it recycled, agricultural residue, or Forest
Stewardship Council certified fibre. Rycroft's vision is that all Canadian
publications will be printed on environmental papers within 5 years.
    Based on her experience as a front-line activist at Clayoquot Sound,
Rycroft founded Markets Initiative with the vision of working cooperatively
with Canada's publishing leaders and luminaries to use papers that reduce the
stress on intact and endangered forests. Intact forests are critical to
retaining the Earth's biodiversity, and serve as massive "carbon sinks" that
are key to stabilizing the climate. Markets Initiative came to prominence with
the publishing of the Canadian edition of Harry Potter and the Order of the
Phoenix on 100% recycled paper by Raincoast Books in 2003.

    Markets Initiative works with Canadian publishing companies to conserve
ancient and endangered forests by shifting their demand and supply of paper
products to environmentally sound products. After working with Markets
Initiative, more than 170 book, magazine and newspaper publishers including
Random House Canada, McClelland & Stewart, NOW and The Walrus are shifting
away from papers originating from Canada's and the world's ancient and
endangered forests. Visit

    To download Markets Initiative's Trend Report 2007: Environmental
    Leadership in the Paper Supply Chain visit

For further information:

For further information: Nicole Rycroft, Executive Director of Markets
Initiative, (250) 725-8050 (cell)

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