It was no surprise to find members of the paper and paper products industries at Fortune’s Brainstorm Green conference. Issues such as sustainability, the future of energy, supply chains and climate change are all pertinent to the paper (and wood products) industries. In fact, both Rick Willett, President and CEO of NewPage and Guy Gleysteen, Senior Vice President, Production at TIME, Inc. were here to participate in the discussions and learn from the experts.

In their interviews, they both made some interesting comments regarding the amount of energy required in the paper making process. Of course, because healthy forests store carbon, sourcing from responsibly managed forests, like those certified to the SFI Standard, can mitigate the impact of climate change. Both TIME, Inc. and NewPage are SFI participants and are committed to responsible forest management.

Rick also commented on the collaborative nature of the conference – something we advocate ourselves in sustainable forestry practices. We were all pleased to find shared goals and mutual respect. It’s a collaborative attitude I hope continues.

Guy Gleysteen, SVP of Production at TIME, Inc.

Rick Willett, President & COO at NewPage Corporation

Two major packaging magazines just featured SFI. Food and Beverage Packaging ran a story on our new labels, which were launched earlier this year. You can read the article here. We designed the new labels based on research and government interest in the U.S. and Canada showing a strong desire for detailed information to back up “green” claims. The research found that labels are particularly important to consumers. According to market testing conducted by Artemis Strategy Group in the U.S. and Canada, nearly 70% of consumers would choose a product that is made using responsible sources of wood fiber if there is an identifying label or claim. Looking for the SFI label is something to keep in mind as you do your holiday shopping (See video below.) For more on our labels and the research, see the SFI press release.

The other media hit was in Packaging Digest, which ran this piece, headlined “Certified sustainably forested fibers boost image of recycled paperboard – By providing evidence of compliance to reporting standards, sustainable forestry organizations can help packagers authenticate their ‘green’ packaging claims” The writer notes that “by using FSC- or SFI-certified products or becoming a certified supplier, a packaging operation can ensure a measure of protection against claims of greenwashing.” Quoted in the story is MWV’s Cliff Schneider saying, “Essentially, every packaging solution that uses MWV paperboard from one of our U.S. mills uses SFI-certified material…for customers concerned with the impact of paperboard packaging on the world for us, choosing a partner with the certified chain of custody program provides added confidence that the packages that carry their brand comes from well-managed, legal sources.”

SFI Label