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News releases that make my eyes roll


Once in a while a news release comes across my desk that really makes my eyes roll. In this case, the news item relates to Nestlé Waters Canada receiving Atlantic Packaging’s Certificate of Environmental Sustainability Award.
There are layers of irony in all this, but before I say why I have a problem with this award, let me first recognize that I do consider Atlantic Packaging’s efforts to reduce waste by offering Nestle recycled corrugated pads and trays to be a good thing, in itself.
However, the eye roll comes from the following.
First, we have a contractor/suppler giving a sustainability award to their customer. Not very credible. That would be like a company that prints our magazines giving us an award for switching to paper with higher recycled content; this is not really newsworthy.
Second, bottled water is one of the most environmentally unsustainable products on the planet, distracting people from readily-available (superior) tap water and making people pay hundreds of times more for it, on a per serving basis.
Atop that you can heap the energy inputs trucking the heavy water all over the place, the drawing down of valuable aquifers, and so on. I won’t even get into the statement that Nestlé Waters Canada is “Canada’s marketshare-leading manufacturer and distributor of healthy beverage choices”… oh really?
All that being said, I’m a pretty fair-minded editor (I think) and I did pass the news release along to our web editor and suggested he might use it in some manner, perhaps tone down some of the rhetoric about how great Nestle Waters is and just play up the positive impact of using recycled cardboard which is, I started out saying, a good news item.
But really, this kind of greenwashing of deleterious products is too much sometimes.
Anyway, here’s the news release, unedited:
FOR IMMEDIATE RELEASE
Monday August 20, 2012
Nestlé Waters Canada receives Atlantic Packaging’s Certificate of Environmental Sustainability Award
Use of 100% recycled corrugate by Company saved 57,384 trees in 2011
TOWNSHIP OF PUSLINCH, Ontario – Nestlé Waters Canada, Canada’s marketshare-leading manufacturer and distributor of healthy beverage choices, and Atlantic Packaging Products Ltd, one of Canada’s largest producers of paper and plastic packaging, today announced that Atlantic Packaging has awarded the Company its 2011 Certificate of Environmental Sustainability Award.
The Certificate of Environmental Sustainability Award recognizes companies that are committed to sustainable packaging practices. In 2011, Nestlé Waters Canada used 100% recycled corrugated trays and pads supplied by Atlantic Packaging for its domestic waters, saving the equivalent of 57,384 mature trees – enough to cover 30 football fields. This usage also represents the equivalent diversion of approximately 95.6 truckloads of waste that would have been otherwise destined for landfill.
“Atlantic Packaging congratulates the supply chain group at Nestle Waters Canada on this recognition and commends the Company for its commitment to the environment through sustainable packaging practices,” said Dave Boles, President, Atlantic Packaging Products Ltd. “We’d also like to thank Nestlé Waters Canada for its continuing and very determined efforts to recycle the corrugated containers used in its facilities. Last year, the Company diverted 96% of this valuable commodity from landfill.”
“We are very pleased to be recognized by Atlantic Packaging for our use of 100% recycled corrugated containers in our product packaging,” said John Zupo, President, Nestlé Waters Canada. “This decision on our part is a testament to the passion, hard work and environmental commitment of our supply chain group towards finding ways to incorporate recycled corrugate into our products, further reducing our carbon footprint.”
About Atlantic Packaging Products Ltd.
Established in 1945, Atlantic Packaging has become one of Canada’s largest producers of paper and plastic packaging. With 20 manufacturing and distribution facilities across Canada, each and every one of the Company’s 1,500-plus employees understands the importance of Atlantic Packaging’s legacy and will do whatever it takes to ensure the Company preserves its history of customer excellence and environmental responsibility.
For further information, please visit our web site at www.atlantic.ca or contact:
Bob Hagan
Senior Vice President, Corrugated
Atlantic Packaging Products Ltd.
Telephone: (416) 298-8101
About Nestlé Waters Canada
Established in 1970, Nestlé Waters Canada is a wholly-owned subsidiary of Nestlé Waters North America of Greenwich, Connecticut. With headquarters in the Township of Puslinch, bottling facilities in Hope, British Columbia, and Puslinch and distribution facilities in Chilliwack, British Columbia; Puslinch and Laval, Quebec, approximately 400 employees support a network of more than 145 retailers across Canada.
For further information, please visit our web site at www.nestle-waters.ca or contact:
John B. Challinor II APR
Director, Corporate Affairs
Nestlé Waters Canada
Telephone: 1 888 565-1445, Ext. 6441
Email: john.challinor@waters.nestle.com
Jamie Jo Alton
National Public Relations
Telephone: (416) 848-1370
Email: jalton@national.ca


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