Here’s a press release from Kimberly-Clark, the forest products giant announcing new fiber sourcing standards.  Greenpeace has ended its hard-hitting “Kleercut” campaign. No time right now for analysis, but I want to update yesterday’s post with details of the agreement. (The bold highlights are my own.)

Here, too, is a link to a Greenpeace video celebrating the end of the campaign.

And a link to Greenpeace campaigner Scott Paul’s blog where he asks: “Hey Proctor & Gamble (maker of Charmin and Bounty) and Georgia Pacific (maker of Angel Soft and Brawny), you reading this?”

Scott also writes: “Buy me a beer and I’ll bend your ear with some of the most inspirational, innovative, dedicated and downright hysterical things that happened during this campaign… and all staying within our core values of peaceful protest. Marshall McLuhan and the Quakers would be proud.”

Washington, D.C.– Aug. 5, 2009 — Kimberly-Clark Corporation, the maker of Kleenex, Scott and Cottonelle brands, today announced stronger fiber sourcing standards that will increase conservation of forests globally and will make the company a leader for sustainably produced tissue products. Greenpeace, which worked with Kimberly-Clark on its revised standards, announced that it will end its “Kleercut” campaign, which focused on the company and its brands.

“We are committed to using environmentally responsible wood fiber and today’s announcement enhances our industry-leading practices in this area,” said Suhas Apte, Kimberly-Clark Vice President of Environment, Energy, Safety, Quality and Sustainability. “It is our belief that certified primary wood fiber and recycled fiber can both be used in an environmentally responsible way and can provide the product performance that customers and consumers expect from our well-known tissue brands. We commend Greenpeace for helping us develop more sustainable standards.”

Kimberly-Clark has set a goal of obtaining 100 percent of the company’s wood fiber for tissue products, including the Kleenex brand, from environmentally responsible sources. The revised standards will enhance the protection of Endangered Forests and increase the use of both Forest Stewardship Council (FSC) certified fiber and recycled fiber. By the end of 2011, Kimberly-Clark will ensure that 40 percent of its North American tissue fiber – representing an estimated 600,000 tonnes – is either recycled or FSC certified, an increase of more than 70 percent over 2007 levels.

“Today, ancient forests like the Boreal Forest have won,” said Richard Brooks, Greenpeace Canada Forest Campaign Coordinator. “This new relationship between Kimberly-Clark and Greenpeace will promote forest conservation, responsible forest management, and recycled fiber as far and wide as possible.”

Also by the end of 2011, Kimberly-Clark will eliminate the purchase of any fiber from the Canadian Boreal Forest that is not FSC certified. This forest is North America’s largest old growth forest, providing habitat for threatened wildlife such as woodland caribou and a sanctuary for more than one billion migratory birds. It is also the largest terrestrial storehouse of carbon on the planet, storing the equivalent of 27 years worth of global greenhouse gas emissions.

Furthermore, the revised standards reinforce Kimberly-Clark’s long-standing ban on use of wood fiber from illegal sources; adds a preference for post-consumer recycled fiber; and supports expansion of recycling initiatives and the identification, mapping and protection of areas that have the potential to be designated as Endangered or High Conservation Value forests.

“These revised standards are proof that when responsible companies and Greenpeace come together, the results can be good for business and great for the planet,” said Scott Paul, Greenpeace USA Forest Campaign Director. “Kimberly-Clark’s efforts are a challenge to its competitors. I hope other companies pay close attention.”

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