Sustainability. The term is gaining momentum in the lexicon of the informed and environmentally responsible citizen. But do we really understand what it takes to integrate sustainable practices into business?

In 1990, Neenah Paper introduced the first 100-percent-recycled brand, ENVIRONMENT Paper. Since then they have consistently demonstrated that although paper manufacturing is a very resource-intensive industry, those resources can be managed in a sustainable and productive manner, maximizing their long-term viability, yet minimizing the impact on the environment. That is the driving force of the green initiative, Neenah Green: A Brighter Shade of Green.

Over the last several years, the public's environmental vocabulary has expanded. Conversations about simple recycling have grown up and now include topics like renewable energy sources and reducing carbon emissions. Eco-friendly is a term used in tourism, household cleaning products, even clothing. Businesses and consumers are now looking further than the recycled content of the products they buy, they're looking all the way back through the supply chain, along the transport route. And they want to see green.

At Neenah Paper, finding solutions to reduce their environmental footprint is such a priority that in many cases, their own creative innovation is several steps ahead of government compliance. And it goes way beyond using postconsumer waste in the manufacture of their product. That is what makes Neenah Paper a leader in environmental stewardship.

Neenah Green Initiatives
Take, for example, Neenah's membership in the Chicago Climate Exchange (CCX), the world's first and North America's only voluntary, legally binding greenhouse gas emission reduction, registry and trading system. It's also known as carbon trading, or a cap and trade system.

This is considered more effective than direct carbon tax or regulation because it offers economic incentives for achieving pre-determined reductions in emissions. And although the United States did not ratify the Kyoto Protocol and commit to reducing greenhouse gas emissions, Neenah Paper voluntarily joined the CCX in 2007, committing to a six percent reduction in their own emissions by 2010. They're off to a great start because in 2007 they exceeded their overall reduction commitment and will have a surplus of carbon credits.

We spoke with Neenah Paper's Environment Product Manager Meredith Christiansen.

"By offering products that are manufactured carbon neutral, we are responding to the needs of the business world and helping our customers to reduce their own carbon footprint."

In mainstream media, much attention has been given to renewable, non-polluting energy sources like wind and solar power, as well as low impact hydropower and biomass. In September of 2007, Neenah Paper committed to purchasing over 48 million kWh of Green-e Certified renewable energy from the Wisconsin Energy Corporation subsidiary We Energies for Tomorrow program.

In case that doesn't mean anything to you, it's the equivalent of saving 4,272,531 gallons of gasoline annually, or getting 8,120 passenger cars off the road. This is over four times more than Neenah's initial commitment of 10 million kWh in 2006.

But sources of renewable energy are not limited to beautiful, graceful wind turbines seen on the plains or dramatic solar panels integrated into stunning architecture. Another source of energy for Neenah Paper is wastewater sludge. It might not be pretty, but every year 5,000 tons of it from the company's paper production is converted to steam and electricity at the Fox Valley Energy Center, reducing the load on landfills. Neenah then purchases the steam back to dry paper during manufacturing and to heat the Neenah, Wisconsin mill, thereby closing the loop.

Community Involvement
Aside from these extensive green initiatives, Neenah Paper is proud to participate in community conservation projects on state and local levels. This encompasses a wide range of projects, from helping establish the Village of Whiting Green Circle Trail and Appleton Fox City Greenways Project to working with the Natural Resource Foundation on the long-term protection of Wisconsin's most unique natural resources, including the State Natural Areas.

"We fully recognize our responsibility in managing the abundant natural resources that are used in the manufacture of our products, and which support the local communities we rely on," says Christiansen. "There is still much work to be done, but you can count on Neenah Paper to continue to self regulate, establish benchmarks, and be both transparent and accountable in regard to our sustainable practices."

All of this demonstrates just how far the environmental movement has come. What started as one symbol consisting of three chasing arrows has grown into a series of third-party certification logos that have become an important part of paper specification.

Five years ago Neenah Paper was the first premium paper mill to receive Forest Stewardship Council (FSC) Certification, and they will continue to lead the way in environmentally responsible business and manufacturing policies and practices.

To calculate the environmental savings on a variety of premium papers from Neenah Paper, visit www.neenahpaper.com/ecopapercalculator. And for more information about Neenah Green, visit www.neenahpaper.com/neenahgreen.

4/23/08