13 Feb '12, 5pm

Greener (Brown) Toilet Paper and the Elusive Green Consumer

Greener (Brown) Toilet Paper and the Elusive Green Consumer

I'd like to believe that we can shop our way to be a better world. It's unlikely. If our economy is going to become more just and sustainable, change will have to come from the top down, not from the bottom up. This roll of toilet paper helps explain why. Called Moka , this bathroom tissue comes from a company called Cascades, which is headquartered in Montreal. It's made from 100 percent recycled paper, and it has a lower carbon footprint than conventional toilet paper. Moka costs less to manufacture than ordinary white toilet paper and uses less bleach. And it works fine. Trust me -- the company sent me a sample roll. "It's beneficial for us, for consumers and for the environment," says Isabelle Faivre, US Marketing Director for Cascades. The trouble is, you can't buy Moka in a store. That's because Moka is being, er, rolled out exclusively in the away-from-home market. ...

Full article: http://www.greenbiz.com/blog/2012/02/13/greener-brown-toi...

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