A Minnesota colleague of mine, Cindy Ojczyk, sent me a tip on some bath tissue she’d spied that was labeled “100% Recyclable.”

When I went to do a little homework, I found a good greenwashing blog post on the product already online identifying the same issue. I also found a reference to the “company” (Advantage Marketing, a redistribution network) on the site of Conservatree, a former-paper-products-distribution-company-turned-nonprofit. I haven’t heard of them, but their site looks believable – can anyone confirm they are as good as they sound?

For what it’s worth, they list Advantage Renature as having 20% post-consumer recycled content. Could be worse.

The remaining question: why in the world would you market your bath tissue as recyclable?