Approximately 80 percent of the paper in the new Cascades Moka bathroom tissue line comes from post-consumer materials, while the rest comes from recovered corrugated cardboard boxes, the company reports.
That's not the only environmental consideration that went into the toilet paper: the rolls are also unbleached, which means they are beige in color. That means the paper was processed without chlorine.
The CEO of Cascades Tissue, Suzanne Blanchet, comments in the media kit about the new line of paper:
"Beige is the new green, at least as it relates to towel and tissue. The last several years have brought about countless habit changes meant to preserve the environment. The quality of this bath tissue hasn't been sacrificed one bit, so adjusting to a new color seems like a small step to take for even greater sustainability."
I personally agree with that idea; it's the texture of certain "greener" bathroom tissues that tends to rub people the wrong way.
In any case, the company claims that if more restaurants, malls, office buildings and other operators of public restrooms were to use its recycled, unbleached paper rather than the alternative, it could save about 30.6 million trees annually.
Cascades Tissues, which ranks as the fourth biggest producer of paper towels and tissues in North America, estimates that sales of its Moka napkin line now represent more than 23 percent of the company's overall napkin product sales.