PFFC - September 2007 - (Page 44) GREEN CONVERTING of the most comprehensive CSRs available. Perhaps that’s because “sustainability” is literally essential to continued growth through ongoing development of its primary renewable resource—trees. Worldwide, the company manages more than 21.8 million acres of forestland (8.8 million hectares) in five countries. Through its various processes, Weyerhaeuser also has committed that by 2020 (assuming a comparable portfolio and regulations), its greenhouse emissions will be 40% less than they were in 2000. On the consumer level, says Bernardo, Starbucks’ 180-p CSR report details its global business practices down to “how much they’re paying a coffee grower in Ecuador versus what the market’s paying him.” It also details its efforts to reduce waste and energy use, including eliminating “double cupping” by using beverage sleeves made of up to 60% postconsumer recycled fiber, and utilizing wind power to reduce reliance on oil and coal. Sustainable Development While saving the environment is a critical part of a company’s CSR, it is only one leg of the tripod. Sustainable View it as an opportunity instead of something you’re trying to deflect or ward off.—John Bernardo, Sustainable Innovations “CSRs are a requirement of doing business in Europe,” explains Bernardo. “It’s a nice feature in the US right now. I think in the future it will be a requirement that all Fortune 500 companies have one. It’s the smart companies that are doing it already.” development “should not be confused as an environmental movement,” he explains. “Sustainability is saying, ‘Look at your entire operation and figure out where you’re sourcing materials. Are you minimizing your negative ������������������������������������� impact? Are you operating your business as efficiently as possible?’ View it as an opportunity instead of something you’re trying to deflect or ward off.” Bernardo cites Wal-Mart as one company that is “trying to make headway” from an environmental standpoint, “and we all know it’s because they’re trying to improve their bottom line.” Encouraging or even demanding that converters minimize packaging weight reduces both shipping costs and landfill space, “but that’s two of the three legs of the ‘triple bottom line.’ “Some people are saying, ‘We think you’re doing this to shift the attention away from other practices that aren’t so socially responsible, like putting companies out of business or not paying people enough.’ For true PFFC-ASAP 124 44 | SEPTEMBER 2007 WWW.PFFC-ONLINE.COM http://www.erema.net http://WWW.PFFC-ONLINE.COM
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