Publishing, Retailing and Forest Industry Leaders Meet on Environmental Roles

    GRAND RAPIDS, Minn., June 21 /CNW/ -- Over 115 leaders in the publishing,
retail, catalogue and printing businesses and the forest industry met here
this week for a three-day environmental workshop organized by the Gravure
Association of America.
    Sustainability of the forest resource was the common theme of
presentations on forest management practices, certification programs and
corporate responsibility. "The room was filled with leading companies in
competition with each other in their fields, but they came together to talk
about common concerns and goals," said GAA President and CEO Bill Martin.
    Participants included forestry giants such as UPM and Stora Enso, and
paper users including retailers J.C. Penney, Lands' End, Kohls, Macy's, Target
and Office Depot and publishers Time Inc. and Hearst Enterprises. The US
Forest Service, Forest Products Association of Canada, Nature Conservancy and
American Forest Foundation were also among the presenters.
    "If you don't know the environmental (carbon) footprint of the paper
you're buying, you could make a big mistake," said presenter Phil Riebel,
Environmental Director for UPM North America. "You can't rely on perception.
For instance, the type of fiber-raw versus recycled-used to make your paper
may have little to do with the overall environmental footprint. Using 100%
recycled fiber in your catalogue or magazine paper could actually be less
environmentally friendly than using raw fiber from certified forests when you
consider the impact of processing and trucking the recycled fiber long
distances to mills in rural regions." Riebel pointed out that in Europe, where
population concentration has made recycling more successful, UPM mills use a
high portion of recycled fiber in paper production.
    The world's largest magazine publisher, Time Inc., has been tackling the
climate change issue on several fronts. "The life cycle of a magazine begins
in the forest and ends, too often, in public landfill sites where methane
gases contributing to global warming are produced," explained David Refkin,
Director of Sustainable Development for Time Inc. Recent issues of Time and
Sports Illustrated have featured climate change articles focused on public
education and action. On the supplier front, Refkin said they will work with
paper companies on solutions to reduce environmental impact. "We will be
working on paper production, energy, distribution and recycling. We won't be
sitting in our offices, asking our paper suppliers to do this alone; we'll be
working with them."
    Hearst Enterprises is another large paper user that has taken a
leadership role in ensuring the sustainability of the forest resource. "The
stakeholders are diverse, including readers, advertisers, paper suppliers,
government, forest landowners, ENGOs (environmental non-governmental
organizations), foundations, the public and others. It's difficult to consider
them all, but we're trying to take a holistic approach to sustainability,"
said David Schirmer, VP and General Manager for Hearst Enterprises. To ensure
their paper comes from sustainably managed forests, Mr. Schirmer pointed to
tracking and measuring systems. "We have to balance the inherent conflicts,
respect regional differences, listen to and learn from stakeholders and, very
importantly, embrace continuous learning and improvement."
    David Ford, President and CEO of Metafore, talked about certification as
a tool that assures paper buyers their product is coming from well managed
forests. Certified forests are managed to standards developed by diverse
stakeholders, and credible certification programs are audited by third-party
certifying bodies. "At the same time, we must continue to move to a much
broader look at the impacts of paper making and paper use," he added. "We need
increased transparency and collaboration across the value chain. Carbon
reduction is the priority, but we also need a broad focus on evaluating the
life cycle of paper."
    The GAA event was the first in a three-year series of workshops on the
environment. This week's focus was sustainability. Next year, the key topic
will be energy efficiency and climate change. The workshop was hosted by UPM
Blandin Paper.

For further information:

For further information: Sharon Pond, Communications Manager, North 
America, of UPM, +1-630-386-2681,

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