“Victoria’s Secret goes green”

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Via Headwaters News comes this story out of Canada:

The company which owns Victoria’s Secret has been whipped into line by environmentalists whose campaign urged it to protect caribou in Alberta’s foothills forests.

Limited Brands will immediately stop using pulp from West Fraser’s Hinton mill to produce the 350 million lingerie catalogues it sends out annually, the company announced Wednesday.

“The growing controversy about logging in caribou range is of serious concern to us, and we want to ensure that our paper consumption does not contribute to the demise of endangered species,” said Tom Katzenmeyer, senior vice-president of community and philanthropy for the company.

This is incredible news, especially because of the pressure this might put on other businesses. In addition, Victoria’s Secret will be shifting a lot of money to a more environmentally-friendly outfit:

The company has now pledged to reduce the number of catalogues it mails out. It will also ensure they either contain 10 per cent post-consumer waste recycled content or are made from pulp sourced by a company certified by the Forest Stewardship Council, the only standard considered acceptable by environmental groups. This is to happen next year. Already, the company’s clearance catalogues are printed on 80 per cent post-consumer paper.

Katzenmeyer said Limited Brands will partner with its primary paper supplier to eliminate all pulp supplied from Alberta’s Rocky Mountain foothills and British Columbia’s inland temperate rain forest.

Limited Brands spends at least $100 million on paper each year, said Tzeporah Berman, program director for ForestEthics.

The group hopes Limited Brands has set an example other catalogue distributors, such as Land’s End and Sears, can’t afford to ignore.

And while the decision was backed by scientific evidence, here’s the paper-industry

The Forest Products Association of Canada sharply criticized the decision by Limited Brands. Association president, Avrim Lazar, called it the result of a “cheap campaign” based on “half-dressed women and half-truths.”

Lazar would still like to see half of that $100 million, I imagine.