New industry trend report finds major increase in demand for environmental papers

    MONTREAL, Feb. 8 /CNW/ - Environmental publishing advocates Markets
Initiative released its Environmental Leadership in the Paper Supply Chain
report today to coincide with Paper Week. The report is the first
comprehensive review of the "greenward" shift that is taking place within
Canada's publishing industries and other major paper consuming sectors across
North America.
    The report's findings are based on seven years of tracking major paper
markets and the paper supply chain in Canada and other Western countries. The
report profiles the key trends of consumer and corporate demand driving
environmental paper development. It forecasts the steps necessary for the
Canadian paper industry to maintain access to domestic and international
markets that are increasingly demanding environmental innovation.
    "Trends show that there has been a marked increase in market demand for
papers free of endangered or intact forests such as Canada's Boreal," said
Nicole Rycroft, Executive Director, Markets Initiative. "Increasingly informed
and sophisticated corporate consumers are driving mills to develop new papers
with strong environmental performance. Canadian paper producers that rise to
this challenge are gaining significant competitive advantage. Paper companies
that take the old pathway stand to lose market share."
    64 new environmentally friendly papers have been created to meet demand
from the book and magazine industries, up from 42 in 2005 and none in 2000.
Recent polling profiled in the report show strong consumer support for
publishers shifting to environmental papers. In particular, newspaper
publishers have an opportunity to gain a competitive advantage with the
influential boomer market (age 55 to 65) by publishing on environmental
papers. The poll revealed that 77% of Canadian baby boomers are more likely to
purchase a newspaper printed on environmentally friendly paper.
    Public concern about environmental issues and global warming is at an
unprecedented high. Paper producers are the 4th largest industrial energy
consumer, and extensively source from intact forests such as the Boreal. These
intact forests are identified by experts as playing a key role in climate
stabilization, as well as providing critical habitat to species such as
cariboo. In this context, the report makes recommendations on mitigation
strategies for major paper purchasers, paper producers and government that are
integral for combating climate change and conserving bio-diversity.

    The report is available for download at

    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 options. Markets Initiative works through
the entire supply chain, facilitating new product development as necessary.
Working with Markets Initiative, more than 170 book, magazine and newspaper
publishers including Random House Canada, McClelland & Stewart, Boréal, NOW
and The Walrus are in the process of eliminating their use of papers from
Canada's and the world's ancient forests.

For further information:

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

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