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Responsible paper sourcing PDF Print E-mail
Written by Acona, 2007   

In the last few years, there has been an increasing sense of responsibility in the publishing industry for its wider impacts on society, especially regarding the sourcing of paper. Focusing specifically on the issues surrounding the sources of fibre contained in paper, Acona takes in an in-depth look at responsible paper sourcing. 

Over the last few years it has become widely recognised that business has a responsibility beyond that of returning a profit to shareholders. Today, most large companies (and some smaller ones) have developed approaches to manage their wider impacts on society - their so-called "corporate responsibility".

Some of these responsibilities are common across sectors, for example the health and safety of employees, recycling and the safe disposal of waste, equal opportunities, reducing energy use and carbon emissions, ensuring sound corporate governance or supporting the wellbeing of local communities. However, within different sectors some issues are of particular relevance - product safety in the retail sector, or responsible gambling in the gaming industry.

Within publishing, the last few years have seen a growing recognition of the sector's responsibility for impacts within its supply chain. Perhaps the clearest example of this, and the focus of this article, is the move towards responsible paper sourcing. This term could be used to cover a whole range of issues, from the bleaching of pulps to the carbon footprint of paper supply. However, this article focuses specifically on the issues surrounding paper and the sources of fibre it contains.

Responsible paper sourcing

Whether through printers, merchants or direct from mill companies themselves, publishers order significant volumes of paper from around the world. Whilst book manufacture only accounts for 2 per cent1 of global paper use, it is one of the sector's most significant environmental impacts. Recently, publishers such as HarperCollins, Egmont Press, Pearson, and Random House have published paper policies stating their commitment to sourcing from environmentally and socially responsible sources.

In the UK, leading publishers have joined forces to find out more about the papers in their collective supply chain. The group, known as PREPS2, has developed a database to hold technical specifications and forestry information for each paper they use. Using this information each is graded between 1 and 5 stars using a system devised by publisher Egmont Press. This considers whether fibre used in a paper has been legally harvested or comes from a recycled or certified source.

In the US a number of publishers, printers, paper companies and merchants have signed up to the Book Industry Treatise on Responsible Paper Use. This is a formal commitment to set out meaningful paper policies, increase the amount of recycled material in paper and eliminate fibre from endangered forests and those with high conservation value.

What are the drivers?

This activity, at least in the UK, is the result of a number of different factors that have come together over the last few years.

Growth in corporate responsibility

Corporate responsibility (CR) is now firmly on the boardroom agenda and is influencing the way companies do business - some are even making it a key part of their brand values. With this comes a recognition that companies have impacts outside of their own factory gates, which if neglected can have significant repercussions.

With the growth in imports, especially from the Far East, the welfare of workers at supplier sites has become a significant concern. As a result retailers and brand holders have introduced codes of conduct and demand high levels of transparency across their supply base. Publishers have also taken action and some are working together through PRELIMS3 to ensure ethical standards are upheld.

Companies are also being held accountable for the environmental and social impacts of products themselves, during manufacture, use and disposal. This includes the impacts associated with the manufacture of wood and paper products.

The UK Forest and Trade Network

Keen to demonstrate a commitment to corporate responsibility, nearly 50 companies, including retailers, publishers and printers, have joined the WWF UK Forest and Trade Network. Formerly known as the WWF 95+ Group, it was set up in 1991 to improve the management of the world's forests through the purchasing power of business.

Members commit to tracing timber and paper products back to source, producing an annual report on the material used in their products. By joining the FTN they also commit to removing unknown or unacceptable forest sources from their supply chain.

Compelling evidence of illegal logging

Reports in the late 1990s and early 2000s including Friends of the Earth's Paper Tiger, Hidden Dragons and Partners in Crime from Greenpeace drew attention to the connection between illegal logging and papers used by the UK book industry for the first time.

Until then illegal forestry was more commonly associated with tropical hardwoods such as teak and its use in solid wood products such as garden furniture. These, and subsequent reports, have demonstrated that production teams can't take for granted the credentials of the paper they buy.

NGO interest

Backed by this evidence NGOs have been campaigning for action from retailers and publishers alike. In September 2003 Greenpeace launched The Paper Trail - A Greenpeace Guide to Sourcing Ancient Forest Friendly Papers for the UK Book Publishing Industry.

Since then it has been running a campaign encouraging publishers to increase the use of papers that are either recycled or certified by the Forest Stewardship Council (FSC). Whilst they have publicly criticised some companies, others have worked with them to establish policies and make changes within their supply chain.

Stakeholder expectations

Publishers are having to deal with increased interest and higher expectations from business partners and customers - authors, illustrators, retailers, schools, colleges and universities alike. Furthermore, there is a growing awareness of these issues among employees, with production directors even being quizzed about illegal logging by staff.

So, the emergence of corporate responsibility, company commitments, evidence of illegal forestry practices, NGO campaigns and the expectations of stakeholders have all combined to make this an issue for the publishing industry as a whole.

So what are publishers doing about it?

Responses sit under two main headings: managing the risk and enhancing the brand.

Managing the risk

One thing is clear: no reputable company wants to be associated with illegal practices, even if they are happening on the other side of the world. Aside from the ethical question, they also pose risks to the brand, through negative press coverage and customer boycott. Something we have seen from NGO campaigns targeting Asia Pulp and Paper and the retailer Travis Perkins.

What is illegal wood?

In many parts of the world, illegal logging is widespread. This relates to the violation of local, national or international laws around the harvesting, transport, purchase or sale of wood.

Harvesting itself may be illegal, for example, cutting of trees without permits, harvesting protected species, taking trees from outside of concession boundaries or breeching other aspects of a permit. Illegalities during transport include bribing officials, false declaration of loads, evasion of taxes, illegal export or the sale/purchase of material without the correct paperwork or relevant taxes being paid.

Parts of the world reputed to have particularly high levels of illegal forestry include: Indonesia, Malaysia, Vietnam, China, Russia, Papua New Guinea, Cameroon and Ghana.

If a publisher hasn't investigated its paper supply chain before there's a good chance there will be some 'risky' sources lurking within it. So, the first step is to speak to suppliers to find where papers originate - not the location of the mill but the country in which the trees themselves grew. Consequently the number of forestry questionnaires and phone calls received by merchants, printers and mills has increased exponentially over the last few years.

This information may provide some comfort in the legality of the forest sources; on the other hand it may give cause for concern. In some parts of the world illegal logging rates exceed 80 per cent. That is not to say that all material coming from the country is illegal but it may prompt a publisher to ask more questions, seeking additional evidence of legality5. This is not  an easy exercise and the prevalence of forged documentation complicates matters further.

Country of origin is not the only risk filter. Some pulp and paper companies have been singled out for particular criticism for alleged connections with illegal and unsustainable forestry practices. A publisher is less likely to order papers associated with these companies and some have made specific commitments to avoid particular 'risky' organisations.

There are also some other, more detailed points to watch out for. This might include checking forest source details for species that are protected or for which trade is restricted. The description of a forest source such as "mixed tropical hardwoods" is also cause for concern as it may potentially have originated from the clear cutting of rainforest.

Sometimes information is not forthcoming, is incomplete, contains inconsistencies or just doesn't add up. In these circumstances companies are increasingly switching to other papers where they can be more confident in the source of the material and mitigate their risks.

Enhancing the brand

If ensuring legality is at one end of the spectrum, at the other is increasing the use of recycled or certified material. Through a process of standard setting and independent audit, credible forest certification schemes provide confidence that the forest sources have been well managed. They establish a chain of custody allowing the buyer of a finished product to trace material back through the supply chain.

The only certification scheme widely supported by NGOs is that run by the Forest Stewardship Council (FSC). However, many others exist, and the UK Government also accepts certification by the Programme for Endorsement of Forest Certification Schemes (PEFC), the Canadian Standards Association (CSA) and the Sustainable Forestry Initiative (SFI) as evidence of legality and sustainability. This has not been without controversy and the debate about the relative merits of the different schemes is set to continue.

However, whilst environmental NGOs continue to champion its cause, the FSC seems likely to remain the 'gold standard' among retailers and publishers. That is not to say that other certification schemes have no recognition; if nothing else most are considered evidence of legality and all are preferable to no certification at all.

Public recognition of the FSC remains relatively low - recent research from the FSC found that one in five recognised the logo - but product-based labelling is still considered a key way of demonstrating a company's green credentials. As such an increasing number of titles are being printed on recycled or FSC certified papers, including bestsellers from JK Rowling, Bill Bryson, Al Gore and Michael Morpurgo. Furthermore, some publishers are now in the process of switching whole ranges to FSC certified material.

So what does this mean for the supply chain?

Inevitably these trends have an impact through the whole supply chain as expectations are passed from retailers to publishers, who in turn look to printers, merchants and mills for support in meeting their customer's requirements.

In many respects, requirements of suppliers mirror the actions publishers themselves are taking to manage risk and strengthen their brand. There is an expectation that paper suppliers know where their material is coming from, have processes in place to ensure its legality and are prepared to share this information (recognising that there may be limits to this for commercial reasons).

If potentially risky sources are found, publishers tend to work with their suppliers to remove them and reduce the likelihood of them reappearing in the future. However, those that are unco-operative are likely to lose out on business as publishers look to other papers or other suppliers in whom they have greater confidence.

Publishers are also looking to suppliers for FSC certified stock - the right paper for the job and of course at the right price. Some of the larger players have even worked together with paper companies to produce bespoke grades to fulfil this need. Over the last two years the volume of certified material has grown - manufacturers are producing more certified paper and more companies in the value chain are achieving 'chain of custody' certification. That said, the demand still seems to exceed supply, particularly for some of the lower grades.

Where next?

Ultimately, publishers are working towards a situation where all material is credibly certified or recycled. There has been significant progress and there is a far greater awareness now that there was even two or three years ago. However, it will take some time to get there and all parts of the supply chain have a part to play.

At the same time, other issues are emerging that may pose even greater challenges for the industry. Whilst responsible paper sourcing has followed debate over bleaching and the environmental management of mills, other issues are likely to grow in significance. Climate change and carbon management is a good example of this - is it simply a matter of time before papers are expected to carry labels detailing their carbon footprint?

References

1. Penguin Group (UK) www.penguin.co.uk/static/cs/uk/0/aboutus/greenpenguin/makebooksgreen.html
2. For more information visit www.preps-uk.com
3. For more information visit www.prelims.org/
4. Please note this list is not comprehensive. For more information visit www.illegal-logging.info/ and www.panda.org/about_wwf/what_we_do/forests/problems/illegal_logging/ 
5. For more information see White G, Sarshar D. Responsible Purchasing of Forest Products (http://assets.panda.org/downloads/finalrpg.pdf).
 
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