BY STEVE FISHER
capitalism have not
always been seen as
partners. But that has
changed in recent
years, as both sectors
have perceived a joint
need for sustainability.
com), makers of family
care products such
as Kleenex, has been
partnering with the
World Wildlife Fund
life.org) on sustain-
ability efforts for more
than eight years. One
key element is Forest Stewardship Council
(FSC; ca.fsc.org) certification, which,
according to the FSC’s website, “ensures
that products come from responsibly man-
aged forests that provide environmental,
social and economic benefits.”
Jay Gottlieb, Kimberly-Clark North
America president of family care, says,
“We’ve been walking the walk for ;;-plus
years in sustainability practices.” The
Connection chatted via Skype with Gottlieb
and Sheila Bonini, a senior vice president
at WWF in the United States, about the
THE COSTCO CONNECTION: When did
this partnership come about?
JAY GOTTLIEB: We’ve been working on
and Jay Gottlieb
and WWF team up
Supporting forests together
An FSC-certi;ed forest in
North Banyuwangi, Indonesia.
© WWF-INDONESIA / RIZAL BUKHARI
improving our sustainability practices
at KC for more than ;; years now. This
partnership with WWF goes back [to]
working on making sure that we’ve got an
outside set of eyes helping us do the right
things, and continuing to build the relationships with suppliers of pulp that is
;;; per cent certified.
About a year ago we reached an agreement in terms of trying to get the public to
understand the practices [necessary for]
responsible forestry. We entered an agreement where we use the WWF logo and
[explain that] the WWF has allowed us to
put that logo on our packages because our
practices are so good.
SHEILA BONINI: We see this campaign as
being a natural next step, in a way, where
we’ve been working on helping promote
sustainably managed forests together, and
this is a campaign to take that to consumers. We think the consumer voice is a very
important piece of the puzzle in terms of
driving more sustainably managed forests.
CC: What is a sustainably managed forest, and why is that so important?
JG: The FSC sets the standards for respon-
sible forestry. It’s considered to be the gold
standard, and it’s about ensuring that the
management of the forest meets the crite-
ria of being environmentally sound and
providing social benefits to the people who
rely on the forest, but also making sure that
there is economic profitability for those
people. It’s not just about trees and the
good things that trees do for the environ-
ment. It’s also about the habitat they pro-
vide for animals.
SB: Forests are really critical. They filter
the air we breathe, the water we drink.
Eight out of ;; species on the land live in
forests. Forests play such an important
role, and forests are today being challenged by illegal logging, by deforestation,
by land degradation.
So for all of those animals that live in
the forests, and over ;;; million people
who live in forests, and ;.; billion people
who depend on forests for their livelihood—all of these reasons are why the FSC
certification is important and why it’s
important for consumers to recognize it
and to be able to send a signal when they
choose to buy FSC-certified products.
We want consumers to know that with
a small act—just choosing to purchase
something that has that FSC logo—they’ll
be making an impact that’s going to be
Look for the FSC and WWF “♥ Your Planet”
logo on Kleenex Ultra Soft 3-Ply Facial
Tissue 12 boxes x 120 sheets (Item
#1270070) in your local warehouse.