Norm Thompson Outfitters Inc. has switched from virgin paper to recycled paper in its Solutions catalog. The move comes after lengthy testing and research in an effort to increase the percentage of recycled paper in all three of the cataloger’s titles: Norm Thompson, Early Winters and Solutions.
Many catalogers have shied away from recycled content for fear that image quality would be compromised, hurting response.
However, in its findings, Norm Thompson determined that 10% post-consumer recycled content had no effect on consumer response to the catalog; that it prints as well as virgin paper; that it is priced competitively with virgin paper; and is widely available from major suppliers.
“By using recycled paper, we can reduce our burden on the environment without harming profitability,” president Rebecca Jewett said in a statement.
Norm Thompson has a long history of sound environmental business practices. It has an aggressive five-year goal to save $5 million across the board through environmental sustainability efforts. As for its move to increase the percentage of recycled paper in its catalogs, the firm had two motives: to build on its own environmental achievements and to inspire other catalogers to follow suit when it reported its findings to the industry.
The Alliance for Environmental Innovation, a Boston, MA-based nonprofit that helps businesses improve environmentally, has worked with Norm Thompson on the project.
According to the Alliance, the new paper used in Solutions will save 1,067 tons of wood, 4.2 billion BTUs of energy, 720 tons of greenhouse gases, 2.4 million gallons of waste water and 301 tons of solid waste each year.
Testing of recycled paper in the Norm Thompson catalog is underway. Results are expected later this year, the company said.
In 1999, the company converted the cover stock on its Early Winters catalog to 50% post-consumer recycled content and 10% on the inside pages, with barely a hitch, a testament to the brand’s focus on the outdoors and the “green” mentality of the Early Winters shopper.
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