A Solution on Paper - National Wildlife printed on totally chlorine-free paper

National Wildlife, Oct-Nov, 1999

Americans take pride in our nation's leadership on issues from business to environmental protection. Often it's warranted. Yet this publication-while itself enhancing conservation knowledge and commitment-offers striking evidence that America is lagging in critical areas of environmental protection and business competitiveness. It's up to us to demand improvement.

Beginning with this issue, National Wildlife will be printed entirely on paper made without the use of chlorine-known in the industry as totally chlorine-free (TCF). Though we had to buy overseas to get it, the move to TCF paper was a natural for the National Wildlife Federation, since the chlorine used in bleaching most other paper creates toxic chemicals that wind up polluting lakes and rivers, causing serious health problems for people and wildlife. By eliminating chlorine, TCF eliminates its consequences.

Remarkably, no U.S. manufacturer produces the high-quality TCF paper suitable for this kind of publication. It's not readily available here and won't be anytime soon. That means American paper mills that supply magazines will continue to pollute our waterways with toxic chlorine by-products while diminishing their own competitiveness in global markets.

Companies are reluctant to go chlorine-free due to short-term costs, fear that competitors might gain a price advantage and worry that demand could be low. Their reluctance feeds a vicious cycle: Limited availability drives prices higher and the two combine to discourage market development. An uncertain market means the American paper industry won't change and environmentally conscious publications, like NWF's, will be forced to buy elsewhere.

With all of the administration's rhetoric about "pollution prevention," you might expect the Environmental Protection Agency (EPA) to give U.S. papermakers a nudge toward innovative clean technologies. Yet last year, the agency rejected our TCF proposal and caved in to industry lobbying, issuing new rules that let manufacturers cling to outdated chlorine-based technologies even as other nations progress to better alternatives. This is especially egregious since the EPA's own draft analysis acknowledged that dioxin and other chlorine bleaching by-products contribute to increased rates of cancer, reproductive abnormalities and other human health problems. The toll on wildlife is equally devastating.

Using this publication as proof that TCF is a viable alternative, NWF called on administration officials to rethink their position. I wrote to Vice President Gore asking why concerned people should be forced to choose between buying an environmentally responsible product or "buying American."

The Vice President responded that he believes the administration's antipollution rules already provide a catalyst for needed changes; on that we disagree. But we do welcome his pledge to instruct federal agencies to purchase TCF paper, where possible, to help build the market. Conservation-minded individuals and organizations can help by communicating their desire to buy TCF paper and to support publications that use it (see page 62).

In addition, let our officials know that you expect them to protect our health and our environment by issuing rules that promote cost-effective technology for making TCF paper and that wean American companies from their shortsighted addiction to chlorine. Any industry investment required will pay big dividends by reducing threats to people and the environment while ensuring the future competitiveness of the companies themselves.

Together, we must demand U.S. leadership on this issue for the sake of the environment and for business too.