Environmental guru takes on the pulp and paper market

Dee, who is a celebrity in his own right, having worked with the likes of Kylie Minogue, Nicole Kidman and the late Steve Irwin, has launched a number of environmental campaigns such as 'Save the Planet'. But the latest project will be a challenge, because many companies are fed up with the saturation of environmental responsibility, says Dee.

There will also be a challenge in assisting some companies to find a solution for sustainable paper and fibre packaging if they do not see that that there is a problem, according to Dee, who believes that companies are seeking to better understand the products and services that they purchase and that suppliers need to stand up to independent environmental scrutiny.

Raising awareness of what paper may or may not be sustainable is of great importance, Dee says. "Some people in the community are not aware that there are many pulp and paper companies who have taken significant and positive steps to ensure that their operations are as sustainable as possible," he said.

"Unfortunately, what they tend to see in the media are only those stories which focus on companies that damage biodiversity and the environment through the logging of old growth forests for woodchip export."

Dee also believes that pulp and paper companies that reduce their environmental footprint should be praised and that these initiatives should be promoted so that businesses can reap the benefits of their efforts.

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