Environmental issues: Spicers is supporting the landcare network through a cause marketing campaign on its Tudor RP 100% Recycled paper
Spicers Paper has taken it upon itself to lend printers, and nature, a hand in this regard. The team at Spicers Paper has recognised that the demand for recycled and other "environmentally friendly" papers is increasing, beyond the traditional audience of government departments and environmental groups.
There has been a growing amount of promotion within the printing and paper industries focusing on green issues, but in an industry so closely aligned with forestry, often invoking strong emotional responses, a lot of this has been viewed by environmental groups, and the market in general, with some scepticism. Spicers Paper has sought to remain at the forefront of the environmental movement, with its Green Guide and now with the Spicers Paper Recreate Program, and is keen to prove that its environmental initiatives are the real deal.
To prove its dedication to the effort, since January 1, 2004 Spicers Paper has been putting its money where its mouth is, working on the programme in conjunction with Landcare Australia, using the 100 per cent recycled brand Tudor RP 100% Recycled as its key focus. Tudor RP 100% Recycled is manufactured at the Shoalhaven Mill, which is ISO14001 environmentally accredited. The paper fibre was fully bleached during its original manufacture and no additional bleaching occurs during the recycling process.
Rohan Dean, Spicers Paper national marketing manager, says, "As companies strive to become leaders in their field, it’s important to utilise the most valuable asset a company has, its people. With this in mind, the development and subsequent launch of an innovation programme within Spicers Paper in August 2002 created a myriad of ideas. This initiative was named "Go MAD – with ideas", with the acronym MAD representing – make a difference. The senior management announced the opportunity for all staff, in each state, to actively participate in this new initiative. The programme created a friendly competitive environment amongst all states to formulate regional innovation, aimed at creating new ideas, products and best practices.
"Therefore, the initiative for the Landcare project was born within this process and was eventually developed further with an extension into the national market. Our South Australian office generated the idea and the energy that went behind the formation and eventual launch of the campaign. It’s also worthy to note that the SA branch was awarded the "Most Innovative Branch of the Year" for 2002/3. The awarding of this accolade was more about the process used, rather than just focusing on the ideas. They created a stimulating, fun and competitive environment amongst themselves, which made an enormous difference to the quality and quantity of ideas. The Landcare project was just one of a few initiatives that will make it into the Australian market."
Several former landfill sites have been identified by Landcare as requiring rehabilitation. Spicers Paper has pledged $100 for every tonne of the Tudor RP 100% Recycled stock to Landcare Australia, and funding obtained from these sales will go directly towards "recreating" these sites. This agreement will see Spicers Paper make and overall commitment of several thousands of dollars to Landcare.
Spicers Paper says its Tudor RP 100% Recycled paper is the ideal connection with these projects, as it is made from materials that might otherwise end up as landfill, namely office papers, offcuts from printing and envelope manufacturing processes and collected milk and juice cartons. The arrangements with Landcare ensure that increased sales of Tudor RP 100% Recycled will allow for more money to be donated to Landcare to support these and further projects.
Dean says the first four months of the project have proven very successful, but there is still a long way to go.
"You have to consider that the campaign took hold as of the 1st January 2004, which is as we all know a quiet time for the printing industry. However, month on month, 2003 to 2004, the initiative has resulted in a 20 per cent growth in the product. Not bad for a reasonably mature product. We believe that once the campaign starts to realise some of the actual planting of trees and beautifying of the landfill sites targeted for assistance, more of our customers will come on board. One hundred dollars per tonne sold is a significant amount of money and can make a load of difference," says Dean.
Currently, the sites set aside for the project are Merri Creek in Northcote, Victoria; Marks Park in Tamarama, New South Wales; and Wirranendi Parklands and Adelaide Parklands in South Australia. If the campaign is particularly successful, Spicers Paper plans to extend the operation to include the Demonstration Catchment Project in Greenslopes, Queensland; and the Belmont Landfill Rehabilitation in Belmont, near the Swan River in Western Australia.
Dean says, "I have no doubt that the project will extend into these two states. As you can appreciate each location requires a reasonable amount of money to fund the activities that are to be performed on actual planting day. Therefore we were a little cautious of over committing ourselves. But, with the very positive start that has been realised, we are extremely confident that all states will be actioned over the next 18 months."