CFPA TODAY - Fall 1998

Finding Success In Walking the Talk Raffi Invests In a Healthy World For Children Rolland & Canadian Certification CFPA and Environmental Media Awards NWF Files Lawsuit Against Cluster Rules Inland Sea Stories

Finding Success In Walking the Talk

Developing the market for chlorine free papers takes work on many levels. That's why the Chlorine Free Products Association (CFPA) certifies mills, helps buyers find the papers appropriate to their needs, educates legislators and government officials, and networks with environmentalists and other advocates. Laying the groundwork to expand the buyer base is one of CFPA's most important roles.

Non-governmental organizations such as environmental groups and public advocacy organizations should be one of the market sectors most likely to buy totally chlorine free (TCF) and processed chlorine free (PCF) papers. CFPA tested their product awareness with a phone survey this past June.

Of the 162 organizations contacted, 68 agreed to be interviewed. While CFPA's questions covered copier paper, printing, and paper towels, the most consistently reported purchase was copier paper, totaling more than 4,000 cartons per year.

TCF/PCF was one of the most frequently-cited criteria for choosing between specific brands of paper, second only to recycled content. But only a third of the groups that wanted chlorine free paper actually bought it. Why? The most often cited barrier was price. Yet while 75% of respondents believed that chlorine free paper costs much more than competitive brands, only 12.5% had recent quotes of higher prices, while an equal number had found no price premiums.

The random sample survey clearly indicated that non-governmental organizations are searching for a high-quality environmentally sound paper brand that is competitively priced. Cost, however, appears to be the pivotal criteria for many organizations. Many had been buying Hammermill's Unity DP until it was discontinued a year ago. They are now searching for a replacement.

One of the ways that some organizations are lowering their environmental paper costs is through forming buying groups, unusual in other market sectors. For example, bulk purchases and decreased service requirements allows the Reach For Unbleached campaign in Vancouver, B.C. to ship PCF copy paper across the country for distribution to area environmental and labor groups. Columbia River United, collaborating with the Hood River, Oregon Chamber of Commerce, used advice from CFPA to locate a vendor able to supply cost-effective PCF copy paper to local businesses.

In fact, the random sample survey showed that more than 60% of the organizations were aware of CFPA as a source of information about chlorine free papers. "There's confusion in the chlorine free paper market because of misleading information about some of the bleaching options," says Archie Beaton, CFPA's executive director.

"Even buyers committed to true chlorine free papers can sometimes be duped. We're here to help sort out competing claims and make sure that buyers are getting the environmental papers they want to support."

With more organizations now focusing on dioxin and pollution issues, there's increasing demand for papers that reflect environmental and health campaign values. Environmental buyers are recognizing that their leadership is enhanced when their purchases reflect their values. CFPA provides the education and technical expertise to make that purchasing transition a reality.

"Our aim from the start was to produce an 'organic book,' one with non-toxic elements, to the fullest extent practicable," says Raffi, the hugely popular children's singer, in his new book, The Life of a Children's Troubadour, published by Homeland Press. "A key decision," he continues, "was to use papers bleached without chlorine." True to his word, he used a totally chlorine free (TCF) paper as endsheets and a processed chlorine free (PCF) sheet from Rolland for the text. Rolland is a CFPA member now in the process of certifying one of its papers as PCF.

It was no accident that Raffi knew about chlorine free papers. In the book's environmental description, he specifically thanks Archie Beaton and the Chlorine Free Products Association for their guidance and displays the CFPA certification marks indicating TCF and PCF.

Raffi works to create a healthier world for children through positive, joyful songs that delight kids (and their parents!). Even better, he understands that pursuing that healthier world is necessary on many levels. That's why he carried his message through to the production process for his book. Besides using chlorine free paper, he worked with Friesens, a Canadian printer expert in using vegetable-based inks, non-toxic glues and a water-based coating on the dustjacket. Book promotions are also on PCF paper.

Raffi acknowledged that using an organic production process cost significantly more than standard commercial practices, but he saw it as an investment in the future and chose to absorb the difference rather than passing it on to book buyers. By making such a commitment, he expects to help create a healthier world a little sooner. Then, he writes, "The costs of polluting technologies will no longer be hidden and… organic processes will be rewarded for all the obvious reasons. In the near future, the burden will not fall on those committed to sustainable means."

He's pursuing that near future through a deal with Random House/Crown that will put all his upcoming children's board books on TCF board paper. Since board books are for the youngest "readers," babies who are likely to chew on them as much as look at the pictures, chlorine free materials are especially important.

"I'm delighted that CFPA could assist Raffi in his leadership toward a cleaner environment through wise publishing choices. Once again, this proves that chlorine free papers can meet even the most discerning standards!" declares Archie Beaton, CFPA's executive director.

Thank you, Raffi, on behalf of a healthier planet for all of us!

The Life of a Children's Troubadour, 1998 Troubadour Records Ltd./Homeland Press, 1075 Cambie Street, Vancouver, B.C. Canada V6B 5L7,

Tel. 604/682-8698.

- Quebec, Canada -

Rolland inc., based in Quebec, Canada, is close to having the first Canadian paper line certified as processed chlorine-free (PCF). The Chlorine Free Products Association is currently auditing the company's manufacturing processes to determine whether they comply with requirements for CFPA's label. If so, Rolland's New Life DP, a copy paper popular in the U.S., will feature newly-designed wrappers and labels with the CFPA designation.

Rolland's Fine Papers Division, started in 1882 in Saint Jerome, Quebec, is part of the Cascades Group. Always a free-sheet mill focused on fine papers such as letterhead, colored papers, opaques, security grades and text and cover, Rolland began developing recycled sheets in the early 1990s. When it joined the Cascades Group in 1992, Rolland gained a de-inking mill that provided recycled fiber for its New Life DP.

Originally 100% recycled/75% postconsumer and free of chlorine processing, the copy paper has just been reformulated to perform well on the most demanding technical machines. Now New Life DP has 60% postconsumer content and 20% recycled post-industrial content, de-inked with hydrogen peroxide. The 20% virgin content of the sheet is totally chlorine-free (TCF).

Claude Nelson, Senior Market Manager, Business and Printing Papers, said that certifying New Life DP with the CFPA is important to Rolland. The company's papers are already certified in Canada with the government-sponsored Terra Choice and carry its EcoLogo. He had been searching for a way to prove to U.S. corporate buyers that New Life DP's label is accurate and dependable.

"I felt CFPA had something to offer and that Rolland should join the group," he explained.

"I think that CFPA is really promoting extremely well papers that are good for the environment." Customers will benefit from certification, he believes, because they'll have guaranteed truth in labeling, in the face of a market with frequently misleading claims. Rolland will benefit because it will be able to use a specific certification mark, with terms clearly stated and backed up by CFPA investigation.

Rolland expects the certification audit to conclude in the fall, in time for rollout of the reformulated and upgraded line next year. Nelson expects CFPA's certification mark to please the many customers already dedicated to New Life DP's environmental and technical quality, and be the catalyst for expanding its market across the U.S.

What looks like a tree, teaches kids and adults to make paper by hand, and creates fun on a polo ground?

The CFPA booth at October's Environmental Media Awards in Santa Monica, California. The Environmental Media Association (EMA), which mobilizes the entertainment industry to educate people about environmental problems and inspire them to act on solutions, will give their awards to celebrities and media organizations on October 11th. CFPA will be there, with a papermaking booth disguised as a tree.

Along with Mothers For A Safe Environment, CFPA has invited Raffi, the children's entertainer, to join in the fun. Although Raffi's commitment is still pending, EMA was impressed enough with the idea to extend its own invitation to Raffi to participate in the Awards ceremony.

Archie Beaton, CFPA's executive director, said, "We're honored to be part of this important awards event. Many in the television and Hollywood community have grasped the reality of critical threats to our environment and given generously of their time and ability to attract publicity to educate the public."

The National Wildlife Federation (NWF), Natural Resources Defense Council (NRDC), and four other environmental organizations are taking the next step in their lawsuit against the Environmental Protection Agency (EPA), charging that its November 1997 Cluster Rules for the Pulp and Paper Industry violate the Clean Water Act. The imminent filing of a full law brief, due at the end of November, follows an initial petition filed in May. The suit contends that EPA's selection of the most lenient of three available technologies to reduce toxic by-products of the paper bleaching process violates the law's requirements for adopting the "best available technology." After responses by the government and other supporting parties, then a NWF reply, a three-judge federal panel will hear oral arguments.

The American Forest & Paper Association has intervened in support of the EPA. "We find this a very interesting response from an industry regulated by EPA," points out CFPA executive director Archie Beaton. Usually the paper industry is arrayed against the federal agency, which is charged with protecting the environment, including its effects on human health. "Given their historic opposition to chlorine-free technology, AF&PA's support strongly suggests that the new cluster rules are far too weak," Beaton continues. Acceptance of the new rules within the paper industry is not universal. Several individual paper companies have filed their own lawsuits against the requirements.

Current North American paper mill bleaching processes rely heavily on chlorine and chlorine compounds, which produce organochlorines such as dioxins and furans when combined with carbon-based materials such as wood. Dioxins and other related chlorinated pollutants are linked to increased rates of cancer, reproductive abnormalities, impaired immune systems, and learning and behavioral disorders, with children being most vulnerable. NWF's president Mark Van Putten charged, "EPA has a legal and moral obligation to protect people and the environment from the dangers of these chemicals. It does not have the option of staying with the status quo simply because the industry prefers it."

"These rules provide no serious incentive to move beyond the conventional pulp bleaching technology implemented back in the 1950s," declared Archie Beaton, CFPA executive director. "What they really mean is that we all lose. Under the guise of cleaning up mill air and water pollution, EPA has actually handed the paper industry a wonderful excuse to keep discharging toxics into the environment. That's why we offer paper buyers a real alternative by certifying the mills that are responsible in totally eliminating chlorine from their processes."  

Jessica Landman, senior NRDC attorney, is particularly concerned that, "EPA's decision might even harm companies in the long run by encouraging an investment in antiquated technology. It actually creates a disincentive to work toward the Clean Water Act goal of zero discharge." EPA's new Cluster Rules favor elemental chlorine gas-free bleaching, which most mills have been meeting through chlorine dioxide bleaching systems, a decades-old technology that reduces but does not eliminate dioxins and related toxic pollutants. Advocates for stronger regulations contend that mills should prepare for the 21st Century by at least including oxygen delignification, which further reduces toxic pollutants. EPA's own analysis shows that more than 90% of existing U.S. mills could afford to implement the oxygen delignification process, according to the NWF.

Inland Sea Stories

by Gary & Joanie McGuffin

The first time we saw Lake Superior was by canoe on a journey across Canada. For two and half months we had paddled upstream, westwards and inland from the Atlantic on a fluid thread connecting us to all the waters flowing from the Great Lakes watershed.

Over the next few days, we followed the Superior shoreline north and west past some of the wildest and most beautiful country we had ever known. We ate fish from the rivers, berries from the land, drank the water straight from the lake and camped on some of the planet's oldest rock. Richly coloured sunsets were the finale to fine weather days. Awesome clouds billowed up on windy afternoons while double rainbows followed rain. But it was the fogs that were most magical the way they unfurled up the bays like thick white carpets leaving us with only our sense of smell, taste, touch and hearing to navigate the unseen shore.

Then on one such day our pristine picture of the Great Lake changed. Superior's usually clear waters darkened to an opaque purple. A thick yellow foam floated in clouds across the surface and we paddled through a fog heavy with the stench of rotten eggs. We could not see the Marathon paper mill, but it was marked on our map. Over the next few days we also paddled past the Terrace Bay, Red Rock and Thunder Bay papermills, experiencing the same offensive intrusion into the water and air.

We thought of the birds, fish and animals (including humans) whose lives were affected by these poisons that created a product used by most North Americans at least once a day. When we returned to circumnavigate Lake Superior several years later, we noticed that a variety of pipes had been used to mask the offensive sights and smells. But pipes are lousy bandaids and they don't stop the poisons. Only human ingenuity, willpower and a compassion for all life develops changes to processes that truly eliminate the poisons in the products that our society demands. The development, marketing and use of totally chlorine free paper by all individuals in all walks of life is one real solution. And it's why we chose Scheufelen North America's TCF Phoeno-Grand 100 lb. stock on which to print our photographic book about Lake Superior.

Joan and Gary McGuffin, 705/649-0671