yields shorter fibers than virgin wood, which can make it feel coarser than the plush stuff. Manufacturers argue that Americans demand the softer paper, but many Europeans and others tolerate shorter fibers in their toilet tissue just fine. Consumers who require plush tis-
sue can choose toilet paper made from trees harvested in an ecologi- cally responsible way. But this is where shopping can get tricky: In recent years, it has become fashion- able to put green labels on the pack- ages of a variety of household prod- ucts. Not all of them live up to their claims, however, a practice known as “greenwashing.” NWF and other conservation organizations recom- mend looking for products whose environmental characteristics have been independently verified by rep- utable certification programs such as the Forest Stewardship Council (FSC). Says Ellen Adelberg, spokesperson for the Canadian Parks
NWF PRIORITY Conserving the
World’s Forests To fight global warming and ensure quality wildlife habitat, NWF works to conserve and better manage forests both within and beyond U.S. borders. To learn more, go to
www.nwf.org/ forestsandfarms.
andWilderness Society, “We’re strong supporters of FSC products, which require certification to quite rigorous standards, right through the chain of production.” Responding to pressure from envi-
ronmental groups, some major tissue manufacturers have begun to increase the amount of FSC-certified timber or recycled pulp in their tissue. “Although we still have a long way to go, the combination of market cam- paigns and better educated retailers
and consumers has helped push forest practices in a better direction,” says Palola. Conservationists concerned about
boreal forests received particularly good news last spring. On May 24, the Forest Products Association of Canada—representing more than 20 major companies—announced an agreement with environmental groups pledging to adhere to the strictest standards of sustainable forestry on all 170 million acres it manages. The companies would stop harvesting entirely on another 70 million acres and consider establish- ing protected areas within them. BSI’sWells calls the move “the sin- gle largest forest conservation agree- ment in history.” It came about, he adds, “thanks to consumer pressure resulting from the education efforts of environmental groups like NWF.”
MIKE ROTIDE is a New York-based writer.
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