1. 9/30/2011
Sustainability Elements of a
Responsible Request for Proposal
Meta Brophy
Director, Publishing Operations
Consumers Union
Monica Garvey
Sustainability Manager
Verso Paper Corporation
Joe Muehlbach
Executive Director
Facilities and Environmental Policy
Quad Graphics
Objectives
Understand the Business Case for Sustainability
Provide guidance on the procurement of
environmentally responsible paper & print.
Understand key elements
Engage in dialogue
Assess suppliers
Provide Environmental RFP Template and other
references
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2. 9/30/2011
Sustainability Business Goals
Promote your commitment
Demonstrate stewardship and leadership
Garner good PR—internal and external
Drive continuous improvement
Establish guiding principles
Compare environmental performance
Endorse what vendors are doing
Identify supply chain efficiencies
Encourage integration throughout facilities,
materials, handling
Outline issues, benchmark, measure
Green Purchasing . . . Sustainable Sourcing . . .
Environmentally Preferred Purchasing . . .
Sustainable Procurement . . .
Economics is very much under purchasing’s control and skill set while CSR
is far less so but green purchasing must be informed and conversant in
both. CSR issues are already forcing major organizations such as Wal-
Mart, Proctor & Gamble, Home Depot and many other multi-billion dollar
business giants to adopt sustainability as a corporate goal. Even such
giants cannot achieve their sustainability goals on their own; they must
count the gains of their suppliers throughout the supply chain. Therefore, it
arrives at purchasing’s door to drive sustainability throughout the supply
chain to meet the demands of customers, prospective work force, and
society at large. The old adage of “fore warned
is fore armed” applies.
–Robert Menard, Certified Purchasing Professional and
Consultant, Green Purchasing & Sustainability July 2011
Employee Engagement
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3. 9/30/2011
Conserving Resources
Key Elements to Address in RFP
Corporate Philosophy
Paper and Packaging made from fiber sourced
legally from Sustainably Managed Forests
Paper, Packaging and Print resulting from Clean,
Responsible Production Practices
Climate Change and Carbon Footprint
Recycling and Use of Recovered Paper Products
Supply Chain Management
Corporate Philosophy
Written Environmental Policy addressing Key
Issues
Certified Environmental Management System
(e.g. ISO 14001)
Compliance with Regulations and Legislation
Focus on Supply Chain Performance
External Report on Environmental Performance
Manager or Officer responsible for
Environmental Management or Sustainability
Objectives/Goals with specific target reductions
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4. 9/30/2011
AF&PA Final Sustainability Goals
Board-Approved Goals
Pillar Previous AF&PA Goal (all Goals have a 2020 target and a 2005 baseline, except safety,
which has a 2006 baseline)
Paper Recovery 60% by 2012.
Exceed 70%.
for Recycling Achieved 63.5% in 2010.
No goal, but members required to
Exceed 10% increase. Measurement consistent with DOE method
Energy Efficiency provide data and AF&PA reports
that rewards energy self sufficiency.
progress.
12% reduction in GHG emissions
intensity by 2012 (exceeded in 2006,
Greenhouse
but regressed in 2008 due to drop in Exceed 15% reduction.
Gases
production and change in
membership mix).
AF&PA members are committed to sustainable forestry both in the
100% of our membership abides by US and around the globe. We will increase the amount of fiber
Forestry Related sustainable forest management and procured from certified forest lands or through certified fiber
Goal procurement standards as a condition sourcing programs in the United States; and work with
of membership. governments, industry and other stakeholders to promote policies
around the globe to decrease illegal logging.
Safety- No goal, but members required to “Aspirational” goal of zero.
Recordable Case provide data and AF&PA reports Report and measure interim target of a 25% reduction in OSHA
Rate progress. recordable incidents.
No goal, but members required to
Commit to collect and analyze data to address consumptive use to
Water Use provide data and AF&PA reports
determine feasibility of later setting a numeric goal.
progress.
Fossil Fuel Use,
No goal, but members required to
Renewable
provide data and AF&PA reports Continue reporting progress.
Energy Use,
progress.
Water Discharge
Paper & Packaging Made from Fiber Sourced
Legally from Sustainably Managed Forests
 Promote all credible third
party forest certification
systems and commit to
continuous improvement
targets to the % of certified
fiber purchased each year
 Advocate for more land
certification
 Comply with amended U.S.
Lacey Act
 Have certified chain of
custody system(s) in place
Forest Certification by Region
Less than 10% of global forests are certified
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5. 9/30/2011
Paper, Packaging and Print Resulting from
Clean, Responsible Production Practices
Reduce Air Emissions
Reduce Water Emissions & Water Use
Reduce GHG Emissions
Minimize Solid Waste
Recyclable
Compostable
Beneficial Use
Avoid hazardous chemicals
Climate Change and Carbon Footprint
Have Plan to address impact on climate change
Have strong Energy Strategy
Energy Efficiency
Increased use of biofuels vs. fossil fuels
Measure Carbon Footprint
Facilities
Transportation
Travel
Products
Interest in Carbon Footprint
What’s creating interest in knowing the Carbon Footprint of paper?
– Carbon Labeling? Product comparisons. Digital vs Print
– Cost of becoming Carbon Neutral? Offsets? Advertisers,
Publishers, etc.
– Corporate Social Responsibility? Avoiding Green-washing
accusations. Transparency initiatives. FTC guidelines.
– Affects of potential carbon legislation
Informed decisions require measuring
the Carbon Footprint
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6. 9/30/2011
Recycling and Use of Recovered
Paper Products
The real benefit of recycling is
keeping paper out of landfills. By
diverting usable fiber from landfills, we not
only reclaim a valuable raw material, but
also reduce GHG emissions (methane) that
result when landfilled paper products
degrade over time.
Ultimate goal of paper recycling should
be to increase fiber recovery beyond the
current 63.5% reported by AF&PA to the
maximum possible in the U.S., and then to
re-use all fiber recovered in products
where the least amount of transporting,
cleaning and energy for processing of
the post-consumer fiber is needed.
Recovered Fiber Statistics 2010
100,000
90,000
80,000
70,000 Not
Recovered
(000 short tons)
60,000 29,664
Printing -
50,000 Writing
News/Uncoated Exports 5.1%
40,000 Recovered Mechanical
39%
30,000 51,545 Mixed Paper
20,000 Used in Paper
Container- Container-
board & Board Mills
10,000 board
61.3% 61% 50.8%
0
Total Supply Sources Uses End Uses
Source: AF&PA
The economics of recovery, fiber yield rates, quality issues, grade utilization efficiency and other factors
combine to create this utilization picture.
Reducing process energy usage for cleaning can have a considerable impact on economics of recycled
paper and also can reduce CO2 emissions.
Supply Chain Management
Establish clear expectations/requirements for suppliers
Engage in routine dialogue with suppliers
Audit environmental performance of suppliers
Embrace Product Lifecycle Analysis
Also evaluate Social Responsibility elements
Labor & Human Rights
Human Health & Safety
Charitable Giving
Biodiversity Initiatives
Community Involvement
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7. 9/30/2011
Recommended Resources
 Quad Graphics Environmental RFP Questions
http://www.qg.com/aboutus/environment/rfpquestions.asp
 Sustainable Procurement of Wood and Paper-based
Products: Version 2, updated June 2011, WBCSD and
WRI, www.wri.org/publications
 Environmental Paper Assessment Tool (EPAT),
www.epat.org
 DMA Environmental Planning Tool & Policy Generator,
www.the-dma.org/envgen
Environmental Paper Assessment
Tool® (EPAT)
 Developed by MetaFore and the
Paper Working Group
 Online tool to compare
environmental characteristics of
paper products www.epat.org
 Provides apples-to-apples
metrics and language to help
paper buyers assess
environmental attributes and
trade-offs
Environmental Planning Tool and
Optional Policy & Vision Statement Generator
www.dma.responsibility.org
PURPOSE & USE OF THIS TOOL
This practical and easy-to-apply tool was created by DMA’s Committee on Environment and Social
Responsibility (CESR) for you, the members of the direct marketing community. It is intended to be used
by your organization to:
• Assist in conducting an internal evaluation of environmental practices that affect aspects of your
marketing process.
• Help you attain Direct Marketing Association “Green 15” environmental performance compliance.
• Generate an environmental vision statement or policy for your organization to consider and
adopt.
EVALUATION OF ENVIRONMENTAL PRACTICES
The planning tool provides you with a list of ideas and strategies to consider when developing internal
environmental goals and/or policies. It empowers you to create and/or evaluate your internal policies and
goals for continual environmental improvement, in balance with financial performance. Using the tool, you
can consider your current practices and the environmental impact of your organization.
The tool is flexible. You may choose to focus on single areas in which to make improvement, set goals
and build from there; or you may take a more comprehensive approach. At a minimum, the tool is
designed to be educational. Using it gives you both a greater awareness of the breadth and complexity of
environmental issues facing direct marketers and the means for addressing them in a practical, feasible
manner.
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8. 9/30/2011
Environmental Resource Center
www.dmaresponsibility.org
THE “GREEN 15”
Through the “Green 15”, the DMA calls upon you as a member organization to establish internal and
measurable benchmarks to improve environmental performance in key areas of your direct marketing
process:
1. List Hygiene and Data Management
2. Design
3. Paper Procurement and Usage
4. Printing and Packaging
5. Recycling and Pollution Reduction in Our Workplace and Community
BUSINESS BENEFITS OF "GREEN 15" IMPLEMENTATION & USE OF THIS PLANNING TOOL
Increase efficiency, reduce waste, and lower costs, while serving these three bottom line objectives.
Moreover, build better customer relations and winning brand loyalty while inspiring employees and
driving innovation.
1. The Triple Bottom Line—financial performance, environmental performance, social responsibility
2. Reduce Greenhouse Gases & Mitigate Climate Change
QUESTIONS?
Meta Brophy
Director, Publishing Operations
Consumers Union
MBrophy@consumer.org
Monica Garvey
Sustainability Manager
Verso Paper Corporation
Monica.Garvey@versopaper.com
Joe Muehlbach
Executive Director
Facilities and Environmental Policy
Quad Graphics
Joe.Muehlbach@qg.com
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