Sustainability Is Not Always About
What It Is, But Often What It's Not

When I was hired for a sales job in 1978, I was asked a simple question: "Can you sell the sizzle?" Being young and ambitious, I gave the obvious answer: "Absolutely!" Deep down inside I knew that I had no clue what my sales manager was talking about.

After 29 years of selling for the same company, that message is becoming clearer every day and the message's application to the fine paper packaging grade, WindPower Recyled Board, is no different. WindPower Recycled Board is not only about recycled content. It is not just about Forestry Stewardship Council (FSC) certification or the fact that it is manufactured by wind energy.

WindPower Recycled Board is everything about the benefits derived from the use of 50% post-consumer waste, properly harvested FSC certified fiber and non-polluting energy alternatives! Most importantly, it is about the attainable data that quantifies those environmentally beneficial features - it's about the sizzle!

What it is

Originally created for Estee Lauder's Origins line of cosmetics, WindPower Recycled Board (WRB) has evolved into the eco-friendly standard for recycled paper packaging. Since its creation, WRB has also been used by Zia Natural Skin Care and is in the process of being launched by two prestigious cosmetic companies.

The primary driving force behind WRB was the desire to create a functional product that met or exceeded all folding carton manufacturing requirements and simultaneously minimized its impact upon the environment. From an environmental perspective, the primary component that minimizes any corporation's eco-footprint is recycled fiber. It is remarkable to consider the energy savings for the use of one ton of recycled fiber versus the energy expended to harvest, transport, and process one ton of virgin fiber.

To be exact, the amount of energy NOT consumed for WRB with its 50% post-consumer recycled content is 6,800,000 BTUs per ton of paper!

Sustainability is defined as tending to humanity's needs today with consideration to the requirements of future generations. The Forest Stewardship Council (FSC) is an international network intended to promote responsible management of the world's forests. By ensuring that wood fiber incorporated in WRB is properly harvested, the packaging fulfills the principles of FSC and meets the sustainable initiatives sought by so many companies.

What it is not

According to the Department of Energy, 49.7% of energy produced in this country in 2005 was produced by coal-fired plants. Of all fossil fuels, coal releases the highest concentration of greenhouse gas emissions (GHG). Wouldn't it seem logical to eliminate those emissions by producing your product with a non-polluting energy source?

Wind energy, the fastest growing source of energy in the world, does just that. By using clean, abundant wind energy in WRB, we can calculate that for every ton of paper, 923 lbs. of air emissions were not released into the atmosphere. Additionally, by incorporating the benefits derived by using less energy-intense recycled fiber, we can also report that 888 lbs. of GHGs were not generated!

The reporting of environmentally beneficial data is critical to the acceptance of any eco-sensitive product-critical to both corporations and their stake holders alike. Acceptance is also found by appearance. With a refined surface, WRB provides a unique natural finish on one side and even smoother finish on the back side that further adapts to graphics. WRB is 94 brightness, is elemental chlorine free, is available in 18 point caliper, and is stocked in a sheet size of 28" x 40".

We all can make a difference on this planet. As packaging is 30% of the wastestream, and the critical component that makes today's economy even possible, what a great better place to start!

Kim Price is manager of environmental business development for Lindenmeyr, a Forest Stewardship Council chain-of-custody provider. Find out more about WindPower Recycled Board at www.recycledboard.com.