I was elated to see a “green” change in the facial tissue paper aisle at my local grocery store today. And this green has nothing to do with mucous. And the paper you blow your nose with is still pure white.
Kleenex® brand tissue paper has a new “naturals” line labeled with “Softbrand® fiber with 20% recycled content.”
This “soft” branding leads me to believe some consumers must think recycled Kleenex would feel like a tree trunk on their noses? Or that recycled tissue meant someone’s nasty cold was coming back to spread more illness? Paper companies have been encouraged to increase their use of recycled paper in their products for over ten years, to little gain in the area of waste prevention. Most recycling programs don’t accept tissue paper, which is fine by me, for public health reasons. So I’ve always wanted to buy a brand of tissue paper that used recycled-content paper.
I can honestly say I’ve personally tested this new green Kleenex and I can’t tell any difference from the SoftBlend, versus the non-recycled content tissue (in a 100 percent recycled-content paperboard box) I still have in my home. If there was a cost difference for this green product, I didn’t notice.
These guys are not a client of ours. From the Kimberly-Clark Web site: “In December 2007, Kleenex in the U.K. became our first Forest Stewardship Council (FSC) labeled product. FSC is an international, non-governmental organization that promotes responsible forestry. Our long-term goal is to source 100 percent of our virgin fiber from one of five internationally recognized certification programs, preferably FSC. This is no easy task, as only a small proportion of the world’s forests are currently certified to the FSC standards.”
Why is this important? Because deforestation in third world countries is a huge source of carbon emissions related to climate change. The more wood and paper products we all buy from FSC-certified companies, the better. More virgin trees left standing.
Seventh Generation® brand (also not a client) has an even better green product, with 100 percent recycled content tissue paper. Unfortunately, it has it made it to my grocery store YET. From their company Web site: “If every household in the US replaced just one box of 85-sheet virgin fiber facial tissue with our recycled ones, we could save 280,000 trees.”
A Hachoo! salute to Kimberly Clark and Seventh Generation.