The end of Greenpeace’s Kleercut campaign against Kimberly-Clark — the company behind Kleenex, Scott and Cottonelle brands — is a bit bittersweet. On the one hand, Kimberly-Clark’s going to stop cutting down ancient Boreal forests. On the other, Greenpeace’s hilarious antics — from infiltrating Kleenex commercials to re-packaging in-store Kleenex boxes — will end, due to victory after almost five years of green campaigning.
Kimberly-Clark’s new goal: To get all its wood fiber for tissue products from environmentally responsible sources — a move that’s expected to up Kimberly-Clark’s use of recycled and Forest Stewardship Council-certified fiber — which will in turn help protect forests. According to Greenpeace:
By 2011, Kimberly-Clark will ensure that 40 percent of its North American tissue fiber is either recycled or FSC certified — a 71 percent increase from 2007 levels that represents 600,000 tones of fiber.
Also by the end of 2011, Kimberly-Clark will eliminate the purchase of any fiber from the Canadian Boreal Forest that is not FSC certified. This forest is North America’s largest old growth forest, providing habitat for threatened wildlife such as woodland caribou and a sanctuary for more than one billion migratory birds.