This week, the personal care company Kimberly-Clark and World Wildlife Fund (WWF) announced a campaign designed to raise consumer awareness about the benefits of sustainable forestry and risks of deforestation. The launch of this initiative caps an eight-year relationship between the Dallas area-based consumer packaged goods (CPG) giant and one of the world’s largest conservation organizations. Beginning this month, retailers and consumers will see the famous WWF panda logo on Scott-branded paper towels. Additional brands that will sport this logo include Kleenex, Viva and Cottonelle. These paper towel, facial tissue and toilet paper brands are already certified to Forest Stewardship Council (FSC) standards.
Kimberly-Clark has long claimed that it has been a sustainability leader within the pulp and paper products sector. In 2003, it started to require third-party fiber certification from companies within its supply chain. Three years later, it began developing a closer working relationship with FSC. WWF then came on board as another non-profit partner of Kimberly-Clark’s when the company joined the Global Forest and Trade Network.