Woolworth, Australia's largest supermarket chain is marketing their tissue and paper products as environmentally responsible. Woolworth's is using a "Sustainable Forest Fibre" logo on its premium home brand "Select" range of tissue and paper products and claims they are "from a certified environmentally managed company that is environmentally, socially and economically responsible".

However, the paper appears to be imported from Indonesia, a country known for it's illegal and unsustainable logging practices. Furthermore, at least some of the paper is from Asia Pulp and Paper (APP) as embossed on the product. APP is an Indonesian company with a reputation of appalling environment and human rights treatment by green groups. APP has reportedly engaged in illegal logging in Indonesia and destroyed a large area of the nation's rainforests as advised by a Greens member of the NSW Parliament, John Kaye.

Furthermore, the  "Sustainable Forest Fibre" logo that Woolworth is using has never been heard of by timber industry and environment organizations as reported by the Herald.
 
Woolworth's responded to the allegations in a brief email to the Herald, stating that the tissue and paper products were from a supplier that had "a documented sustainability action plan and full chain of custody documentation for all pulp and waste material used in their manufacturing sites" and that "Our own Woolworths Quality Assurance program independently verifies the authenticity of all documentation during an annual audit process" . However, they refused to name their suppliers.

Hence, what should consumer believe?

Dr. Kaye feels that "As long as Woolworths refuses to name their suppliers, assertions of environmental or social responsibility are meaningless. It is impossible to verify them and consumers should treat such claims as greenwash and spin".

It is yet to be seen if Woolworth will feel the negative affect of these claims.

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