Kimberly-Clark has announced that it has agreed a three-year deal with the World Wildlife Fund (WWF), designed to ‘raise awareness of the importance of choosing products that use fibre from responsibly managed forests’.
As part of the new ‘Heart Your Planet’ campaign, the company will display the WWF logo on its paper-towel, facial-tissue and toilet-paper products in North America.
The new initiative is part of an eight-year partnership between the two organisations – a ‘natural next step’ in advancing responsible forestry through consumer education and engagement.
Consumers will begin to see the WWF logo on Kimberly-Clark products from June 2017 onwards.
Jay Gottleib, president of family care for Kimberly-Clark North America, said, "Put simply, Kimberly-Clark cares. We care about our people, our communities, and the future of our planet. We are also very proud that our leadership has moved other manufacturers in our industry toward higher levels of certification.
“We were the first US tissue company to bring FSC-certified tissue products to market, and the first US tissue company to have 100% of our suppliers certified as providing fibre from responsibly managed sources. Today, we will be the first US tissue company to partner with WWF through an on-pack campaign across our well-recognised brands, to help drive even more awareness among consumers of the importance of choosing responsibly sourced tissue products by looking for FSC certification."
In addition to the promotion of responsible forestry and sporting the WWF logo, Kimberly-Clark will provide $4 million (€3.5 million) to support WWF's efforts in protecting forests and other critical ecosystems.
Kerry Cesareo, the vice-president for forests at WWF, added, "As a leading participant in WWF's Global Forest & Trade Network since 2009, Kimberly-Clark has a long-standing commitment to source its fibre from responsibly managed forests.
“Taking these commitments a step further, Kimberly-Clark will work with WWF to bring FSC to the everyday consumer, driving awareness and inspiring action for forest conservation that can yield huge benefits for our planet."
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Aidan O’Sullivan. Click subscribe to sign up to ESM: The European Supermarket Magazine.