Beige “Moka” Toilet Paper Coming Our Way

In a test as to how flexible some of us are to protect the environment, Cascades Tissue Group, Waterford, N.Y., is rolling out its brown 100-percent recycled unbleached bathroom tissue called Cascades Moka.

It will soon appear in commercial places and then you can purchase it in grocery stores.

“In addition to eliminating chemical whitening, Moka is made of a pulp mix composed of 100 percent recycled fiber, 80 percent of which is post-consumer material and 20 percent is recovered corrugated boxes, Cascades says. The manufacturing process is also offset with 100 percent Green-e certified renewable wind electricity; saving 2,500 pounds of CO2 emissions for each ton produced, according to the company. The product’s beige color is imparted by the corrugated cardboard in the tissue’s recipe,” according to a recent report.

According to Cascades, a life-cycle analysis of Moka undertaken by the company revealed a reduction in overall environmental impact by at least 25 percent when compared to the company’s 100-percent recycled fiber bathroom tissue, which includes a chlorine-free whitening process.

“There is already interest in the bath tissue from grocery stores and other mass merchants, Mark Sormanti, director of sales at Cascades U.S. retail business told CNBC news.

“He expects Cascades will sell the product under existing “green” brands in stores like Whole Foods [WFM  85.15    -0.335  (-0.39%)   ] or Trader Joe’s, which tend to attract consumers who are more interested in environmentally friendly products, but details of these arrangements won’t likely be announced until at least the third quarter of this year.”

Currently, 3.4 million tons of bath tissue is used annually in the U.S., of which 53 percent is made from virgin fiber sources, according to the company’s research. Cascades says if a complete swap was made to their 100-percent recycled bath tissue, it could save some 30 million trees and 68 million GJ of energy, which is equal to the annual consumption of 619,811 households. The company also says the new pulp mix in Cascades Moka goes even further than the standard white recycled pulp because of its lower ecological footprint.

“Beige is the new green, at least as it relates to towel and tissue,” Cascades Tissue Group CEO Suzanne Blanchet, says. “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.”

While the recycled bath tissue is still cleaned and de-inked, the company says, the elimination of the whitening process ultimately reduces manufacturing impact associated with the elimination of natural gas and whitening chemicals.

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