Vancouver, October 4, 2007  New research conducted by Montreal-based management consultants EM Inc. and released today by environmental publishing advocates Markets Initiative shows Forest Stewardship Council (FSC) to be the most effective certification system for achieving sustainable forest management in Canada.

Unlike the other certification systems, namely CSA, SFI and PEFC, FSC is the only one that prohibits the use of genetically modified trees, prevents the conversion of natural forest to plantations and requires a precautionary approach to the management of areas with high conservation value.

Forest certification schemes have competed for recognition in the market place for years, but this research clearly shows FSC as being the ideal choice when it comes to sustainability, said Nicole Rycroft, executive director of Vancouver-based Markets Initiative, which presented the top level findings at an industry conference in late September. Given the growth of green markets in Canada and around the world, this research can serve as a clear guide for the increasing number of customers looking for environmental solutions.

More than 200 book, magazine and newspaper publishers in Canada (including Raincoast Books, McClelland & Stewart, The Walrus, Cottage Life and explore, and NOW) have developed environmental purchasing polices with Markets Initiative. These policies aim to help safeguard ancient and endangered forests and give preference to papers with maximized recycled and agricultural residue content, and virgin fibre from FSC certified forests. Because of the market demand created by these publishers, more than 50 new papers have been developed with ecological attributes and close to a million trees have been saved by publishers printing on Ancient Forest Friendly and eco-friendly papers. Building on this shift, in September, the Ontario government developed a paper purchasing policy that gives preference to recycled content and FSC virgin fibre.

Being the only forest certification comparison that looks at the four North American schemes as they apply in Canada, we hope those in the private and public sectors will use it as a resource as they move forward with environmental paper initiatives, said Paul MacLean, President of EM Inc.

EM's findings also show the use of recycled content is paramount to any credible environmental solution.

For more information, please contact:

Nicole Rycroft, Executive Director of Markets Initiative, 250-725-8050
Paul MacLean, President and Owner, EM Inc., 514-481-3401

To view a summary of the findings as well as the complete document, visit www.marketsinitiative.org and www.eem.ca. A French version of the summary is available at www.ecoinitiatives.ca,

About EM Inc.
EM Inc. is a management consultancy offering leadership in sustainable business practices to a variety of industrial and institutional clients in Quebec, across Canada and worldwide. EM's clients include Hydro-Quebec, Rio Tinto, Alcan, Interface Flooring Systems, Pratt & Whitney Canada and The Grand Council of the Crees.

About Markets Initiative
Markets Initiative work is to protect the world's forests, biodiversity and climate by shifting the consumption patterns
of industrial paper consumers to eco-friendly options. The organization works collaboratively throughout the entire
paper supply chain.