New Report Says Canada's Ailing Pulp and Paper Industry Could Be Repositioned for Success: Through Green Innovation

    Publishers in North America Want At Least $560 Million Worth of Green
    Paper - No One in Canada Supplying

    TORONTO, Feb. 3 /CNW/ - A new report released today identifies a number
of environmental recommendations that if implemented would help reposition
Canada's ailing pulp and paper industry for success. The report from Markets
Initiative, entitled Charting a New Course for North America's Struggling Pulp
and Paper Industries, lays out in detail a new course designed to reinvigorate
the industry based on adopting more environmental operations and procedures
for the entire supply chain, from logging trees to the printed page. The
report comes on the heels of the federal government's budget, which provides
$170 million in investment, but does not specify what technology, research and
innovation are needed to actually turn the industry around.
    "There's no reason Canada's troubled pulp and paper industry can't take
inspiration from the auto sector and start reinventing by producing a greener
product," says Nicole Rycroft, executive director of Markets Initiative, which
over the past ten years has worked with all of Canada's major publishers,
printers and logging companies, developing and advising on green policies.
"The world's biggest publishers tell us time and time again they want more
environmentally sound paper and more recycled paper. Why can't Canada be the
one to supply it?"
    To supply the companies that are engaged with Markets Initiative - mostly
Canadian magazine, book and newspaper publishers - with the recycled and
agricultural residue papers they are asking for, an additional 550,000 metric
tonnes of eco-paper is needed - a contract worth upwards of $560 million.
However, no mills in Canada are currently positioned to supply this very real
and growing demand, annually.
    To find a competitive edge in the current climate, the report recommends:

    1.  Increasing recycled paper capacity - this includes new market and
        policy initiatives to improve waste collection and additional
        deinking facilities - to supply hungry unserviced paper customers.

    2.  Prioritizing investment in commercial-scale agricultural residue
        pulping in Canada as a way to diversify beyond dependence on carbon
        rich, intact forests.

    3.  More collaboration among producers, consumers and government to
        develop policies for environmental paper, thereby responding to the
        growing public demand for eco-products.

    4.  Adopting innovative models that take into account a product's entire
        lifecycle and environmental impacts by redesigning production

    "Transcontinental has a paper policy with a top line preference for 100%
recycled domestically produced paper and we support investment in more
Canadian de-inked and recycled paper capacity in the hopes it will make these
papers more available and affordable," said Jean Denault, corporate vice
president, procurement and technology at Transcontinental, North America's
sixth largest printer.
    The report also includes new national poll findings that show most
Canadians not only believe the pulp and paper industry is unsustainable, but
they think government should step in and invest in green technology.

For further information:

For further information: Nicole Rycroft, executive director of Markets
Initiative, (778) 987-9099

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