The Medium is the Message:

1

• The Medium is the Message
• Using Environmentally Responsible Paper is Good
  Business
• Presented by
• Jeff Mendelsohn

2
Ancient Forests and the Paper Industry

• 80 of the worlds large tracts of ancient
  forests have already been logged.
• 76 countries have lost all of their original
  forest cover
• 1/3 of all trees logged are used for paper
  production
• Global paper consumption is expected to double in
  the next 15 years

3
Where is the market?
Where is the supply?
4
New Leaf Paper Mission Statement

• Our goal is to inspire through our success a
  fundamental shift toward environmental
  responsibility in the paper industry.
• We supply paper with the greatest environmental
  benefit while meeting the business needs of our
  customers.

5
Market Leadership

• New Leaf Paper has pioneered the development of
  market leading environmental papers.

• New Leaf Everest - First 100 post-consumer high
  quality letterhead paper 1997.
• New Leaf Reincarnation - First 100 recycled
  coated paper, first processed chlorine free
  coated paper, highest PCW content 1998.
• New Leaf EcoMatte FSC First matte coated FSC
  certified paper 2001.
• New Leaf EcoBook100 First 100 PCW, PCF book
  paper 2001.
• New Leaf Opaque 100 - First 100 PCW, PCF opaque
  2003.
• Primavera Gloss First high-end gloss coated
  paper with 40 PCW, PCF.
• Sakura 100 First gloss coated paper in the U.S.
  with 100 PCW, PCF.

6
Pulp Non-Fiction -Buying Environmentally
Friendly Paper is Good Business

• Better value proposition for successful
  businesses.
• I choose to buy from environmentally responsible
  companies.
• I invest in companies that share my values.
• My company shares my values. I am proud of where
  I work.
• I want to work at a company that cares about the
  environment.
• Brand Value Employee Pride Customer Loyalty

7
Inputs The Medium is the Message

• Post-consumer waste
• Waste is a terrible thing to waste
• Printed pre-consumer waste
• Vital to support sustainable mill design
  integrated de-inking
• Sustainably harvested virgin fiber
• FSC certified wood, Non-wood farmed fibers.
• Future fiber Agricultural byproduct
• Flax straw, rice straw, corn stalks

8
Sustainable Forestry

• FSC certification most reliable indicator of
  sustainable forestry.
• Standards include input from all stakeholders.
• Independent system.
• Requires independent third party certification.
• Chain of Custidy certification - forest to end
  user.
• FSC availability is on the rise.

9
Processes Bleaching

• Chlorine Gas (Cl2)
• Most damaging, almost entirely discontinued.
• Chlorine Compounds (ClO2)
• ECF (Elemental Chlorine Free)
• Some ECF systems are better than others.
• Chlorine Free (H2O2 H20 O2)
• PCF (Processed Chlorine Free)
• Most environmentally responsible. Included
  recycled fiber.
• TCF (Totally Chlorine Free)
• Same process at PCF, only for virgin pulp.

10
What is a Good Paper Policy?

• Real world experience
• Mitsubishi
• Gap
• REI
• Keep it simple. Reward results. Drive leadership.

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Sample Policy

• Minimum standards
• 30 post-consumer recycled content
• FSC Certification
• Leadership standards (greater brand value)
• 50 post-consumer content
• FSC Certification
• Processed Chlorine Free
• Reward results
• Build into job performance criteria

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The Gold Standard

• 100 Post-Consumer Recycled
• Processed Chlorine Free
• FSC Certified
• Readily available for
• Stationery (Warner Brothers since the year 2000)
• Marketing Materials (posters, brochures,
  catalogs)
• Copy/Office Paper

13
ENVIRONMENTAL BENEFITS STATEMENT Harry Potter and
the Order of the Phoenix
Congratulations! By using environmentally
responsible paper, Raincoast Books has saved the
following resources
Environmental benefits are calculated based on
research done by the Environmental Defense Fund
and the other members of the Paper Task Force who
studied the environmental impacts of the paper
industry. Contact the EDF for a copy of their
report and the latest updates on their data.
Trees saved calculation based on trees with a 10
diameter. Actual diameter of trees cut for pulp
range from 6 up to very large, old growth trees.
Home energy use equivalent provided by Pacific
Gas and Electric Co., San Francisco. Hazardous
Air Pollutants (HAPs), Volatile Organic Compounds
(VOCs), and Absorbable Organic Compounds (AOX).
Landfill space saved based on American Paper
Institute, Inc. publication, Paper Recycling and
its Role in Solid Waste Management.