Yesterday, a client sent me a link to this interesting news story by CBC television
http://www.cbc.ca/marketplace/2012/thetoiletpaperchase/
The piece has an engaging title: “The Toilet Paper Chase”. I am impressed at their technique of following a common and very familiar household product from the store shelves all the way back to the forest. Unfortunately, they failed (in my opinion) to avoid the typical two dimensional approach that TV news usually takes to complex subjects.
I think FSC got a pass here. The introduction mentions that SFI is one of several green “eco-labels” that consumers find on product like toilet paper. It even mentions FSC by name and briefly flashes the logo a couple of times. Some FSC products – including one brand of toilet paper – are even shown; but only fleetingly. It looks like SFI and Irving took it on the chin for being bold enough to display their brand proudly. That’s a shame.