Press Releases


Monday, 30 September 2019
How P&G’s Family Care brands, Charmin, Puffs and Bounty, are helping to safeguard Canadian forests for people, wildlife and the climate

Canada’s forests stretch from coast to coast, are home to more than 4 million people including 1.6 million Indigenous Peoples and are a key driver of the Canadian economy, contributing up to 200,000 jobs. In short, we are a forest nation - so it is essential that our forests meet the social, ecological and economic needs of both present and future generations.


To do this, earlier this year the Forest Stewardship Council (FSC) launched a new Canadian standard for responsible forest management which targets the most pressing issues threatening Canadian forests today, including the woodland caribou crisis; the rights of Indigenous Peoples’; workers’ rights (including gender equity); conservation and landscape management.

The new standard demonstrates how 21st century forestry can deliver collaborative, equitable and sustainable forest management.

However, as a voluntary system, FSC’s success relies on not only forest management companies’ adoption of the standard but also companies, brands and consumers consciously choosing and/or making commitments to specify FSC-certified forest-based products. Because supply only grows in response to demand, end consumers’ demand is vital to ensuring companies seek out sustainable solutions and engage in responsible business practices.

“FSC needs support from major consumer corporations to effectively implement our new forest management standard in the Canadian boreal,” said François Dufresne, President of FSC Canada.

Apropos, Charmin announced today their new fiber sourcing goals stating their commitment to increasing the amount of FSC-certified fiber to 75% by 2025. This commitment extends beyond Charmin to P&G’s Bounty and Puffs brands. In addition, they have agreed to partner with FSC to help expand FSC forest management certification in Canada.

“The Forest Stewardship Council is the world’s most trusted forest certification system, which is one of the reasons Procter & Gamble has a preference for FSC-certified fiber in our iconic family care products,” said Manuel Ceja, Family Care Sustainability Leader at Procter & Gamble. “With the new FSC Forest Management standard in Canada, we see the opportunity to translate our procurement policies into direct positive impacts for forests,” he added.

Companies such as Procter & Gamble, and brands like Charmin are helping drive demand for responsibly-sourced forest products up the supply chain, communicating to consumers about the importance of choosing FSC, and ultimately helping to safeguard Canadian forests for people, wildlife and the climate.

Learn more about Charmin’s new commitment


© Forest Stewardship Council® · FSC® F000205