Media Coverage

May 26, 2010 - Editor & Publisher - Newsprint Makers, Newspaper Publishers Part of Landmark Canadian Conservation Effort - Jim Rosenberg

Two years of talks have culminated in forest-products companies and environmental organizations agreeing to cooperate in the protection of Canadian boreal forests.

May 25, 2010 - The Economist - How Harry Potter and Victoria’s Secret helped to save a lot of trees

MAY 2010 is looking like a good month for forests. In a couple of days, on the 27th, the Oslo Forest Climate Conference is expected to mark another step on the road to a comprehensive deal on tropical deforestation. And last week, on the 18th, an unlikely-seeming collection of forest-products companies and environmental organisations announced the Canadian Boreal Forest Agreement, which should drastically change the way in which huge areas of Canadian forest are managed.

May 21, 2010 - NOW Magazine - Boreal tree-prieve: Marketplace campaigning has brought wilderness destruction out of the woods - Alice Klein

Get out your hiking hat – I’ve got really big news. And, bonus, it’s covered in trees and lakes and verdant blankets of 100-year-old mosses.

May 19, 2010 – Globe and Mail - For gutted forestry sector, green is the colour of hope, Martin Mittelstaet -
Those wondering why Canada’s forest industry finally decided to call a truce with environmentalists need look no further than the U.S. edition of Harry Potter and the Deathly Hallows, the last installment in the widely acclaimed children’s book series....

May 19, 2010 – Globe and Mail Editorial  - With newly protected boreal forest, the caribou are smiling
Today, they are in grave danger; a majority of woodland caribou have a 40 per cent or less chance of surviving the century, according to Canopy's Nicole ...

May 19, 2010 - the Tyee - Conservation agreement responds to demand for green products - Robyn Smith

According to Nicole Rycroft of Canopy, one of the environmental signatories, the agreement will encourage major wood and paper consumers such as Random House and Scholastic to...

May 18, 2010 - National Post -  Forestry industry, environmentalists ready to call truce - Tim Shufelt

"It's safe to say this is the biggest conservation story of the year. It's also the biggest forestry story of the year," said Nicole Rycroft, executive director of Canopy, an NGO dedicated to improving the environmental practices of paper and wood companies..

May 18, 2010 – The Guardian - Canadian logging campaigners end protest with unprecedented forest truce, Suzanne Goldenberg

"Coming to a deal was not an easy, process. Some of the environmental groups involved in today's deal, such as Greenpeace, Canopy, and ForestEthics, have spent years putting on direct actions against forest clear-cuts, or mounting boycott campaigns, and scored landmark victories. In the United States, ForestEthics pushed Victoria's Secret to use more sustainable paper for its catalogue business, a move that hurt forestry companies. In Canada, Canopy took pride in its work in producing a greener version of the Harry Potter books."

May 18, 2010 – CBC TV - The National – Forestry Deal Struck
Canopy’s Campaign Director, Amanda Carr kicks off CBC National’s lead story about the Canadian Boreal Forest Agreement...

...On the second of four Canadian stops on her book tour, Jane Goodall is urging Toronto business leaders to undertake green initiatives to protect animal habitat at a luncheon sponsored by Indigo, The Globe and Mail and Canopy, a non-profit organization that advocates with the publishing industry to use environmental products, such as recycled paper. Here she answers questions from Globe and Mail readers. MORE...

February 3, 2009, The Gazette, By LYNN MOORE
Market demand. Reinvention needed, report suggests Canada's beleaguered pulp and paper industry is failing to take advantage of market demand for eco-paper, according to Markets Initiative's 2009 trend report.

August 17, 2008 | Winnipeg Free Press Every month, the Free Press uses 1,600 tonnes of newsprint that contains almost no recycled fibre. The enviro footprint is equal to about 147,342,000 pounds of carbon emissions.

May 30, 2008 | Quill and Quire

Environmental group Markets Initiative has developed a new paper made from wheat straw waste that could eventually serve as an alternative to the regular paper made of wood pulp fibre currently used by book and magazine publishers.

May 23, 2008 | Canwest News Service The latest edition of Canadian Geographic magazine is printed on paper made from wheat-straw waste using technologies developed by the Alberta Research Council.

May 22, 2008 | Globe and Mail For the first time in North America, a glossy magazine will be published on paper made from the pulp of wheat straw, a development advocates say could herald the birth of a new resource industry that would alleviate some of the pressure on Canadian forests.

May 21, 2008? |? CBC News A Canadian magazine will be making history Thursday  Canadian Geographic is publishing its annual environment issue on paper made from wheat, a first for a North American magazine.

Publisher, May 2008: The greening of the paper industry has been underway for the past two decades, and there are many environmentally preferable products already on the market. Interestingly, eco-friendly options for newsprint have lagged behind.

Quill & Quire, February 20, 2008: Markets Initiative, the agency that lobbies publishers to go green, is hoping to bolster its efforts with a new report released this month. Based on a survey conducted by consulting firm Pollara late last year, the report highlights several stats that MI says show increasing consumer concern over environmental issues.

Editor & Publisher, February 15, 2008: In its Trend Report 2008, Markets Initiative announced that in spite of difficult economic conditions, the number of Canadian book publishers, newspapers, magazines and printers implementing environmentally friendly paper-purchasing policies had tripled last year, to approximately 520. The most dramatic increase came in the newspaper category, which rose from one to 151.

Montreal Gazette, February 7, 2008: The lone bright light for Canada's beleaguered paper industry in 2007 shone on green paper producers and promoters, according to a trend report to be released today.

Financial Post, October 23, 2007: It may have looked white to you, but your copy of Harry Potter was printed on "green" paper.

Montreal Gazette, February 8, 2007: Beleaguered newspaper publishers as well as battered newsprint producers can gain a competitive advantage by using 'green' paper, according to an advocacy group that has been instrumental in moving book and magazine publishers away from paper coming out of endangered old-growth forests.