Kimberly-Clark wins top award for responsible forestry

FSC Award

Last night, Kimberly-Clark Australia was awarded the FSC Large Chain of Custody Operation of the Year at the annual 2011 Forest Stewardship Council (FSC) Australia Excellence Awards held in Melbourne.

The FSC Awards reward and recognise organisations that exemplify the spirit and intent of the FSC certification system, the world's most rigorous environmental and social standard for responsible forest management.

In 2010 Kimberly-Clark Australia achieved FSC certification for its leading Kleenex range including Kleenex facial tissues, Kleenex Cottonelle toilet tissue and VIVA paper towel. Since mid-2011 these essential products have showcased the FSC label on pack communicating to consumers that the fibre in the products comes from responsibly managed forests.

Following this the Kleenex Cottonelle brand, which sells 30 million packs of toilet tissue each year, formed a partnership with WWF and launched the 'Love Your Forests' integrated marketing campaign to help consumers realise that small choices like the brand of toilet tissue they purchase can help protect the world's protected forests and species that depend on them.

Consumer research confirmed that in a short time the campaign has already achieved great results:

  • Reached every Australian at least once
  • Received a strong response to the television  commercial after only two weeks on air with 68 of survey respondents saying the FSC certification and branding made the Kleenex Cottonelle brand more appealing and 75% saying the association with FSC gives a better impression of Kimberly-Clark.

As well as winning the FSC Large Chain of Custody Operation of the year, Kimberly-Clark was a finalist in the FSC Responsible Procurement category.

Glen Watts, Managing Director Kimberly-Clark Australia and New Zealand said "We're very proud to achieve this prestigious award as it recognises our deep commitment to sustainable forestry practices and the responsibility businesses like ours have to ensuring our supply chain sets the standard for ethical fibre sourcing in the market both for our suppliers, our customers, and our consumers."