the visible hand

it is the theory which decides what can be observed – einstein

Mr. Whipple’s Charmin effect

Posted by ecoshift on February 26, 2009

A bit of good news for hardasses…


February 26, 2009
Mr. Whipple Left It Out: Soft Is Rough on Forests
By LESLIE KAUFMAN

Americans like their toilet tissue soft: exotic confections that are silken, thick and hot-air-fluffed.

The national obsession with soft paper has driven the growth of brands like Cottonelle Ultra, Quilted Northern Ultra and Charmin Ultra — which in 2008 alone increased its sales by 40 percent in some markets, according to Information Resources, Inc., a marketing research firm.

But fluffiness comes at a price: millions of trees harvested in North America and in Latin American countries, including some percentage of trees from rare old-growth forests in Canada. Although toilet tissue can be made at similar cost from recycled material, it is the fiber taken from standing trees that help give it that plush feel, and most large manufacturers rely on them…

With a global recession, however, that may be changing. In the past few months, sales of premium toilet paper have plunged 7 percent nationally, said Ali Dibadj, a senior stock analyst with Sanford C. Bernstein & Company, a financial management firm, providing an opening for makers of recycled products.

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