Sustainability of Paper — Here Today, Here Tomorrow

As the on-site inspection implies, certification is specific to a printing plant. Multi-site operations must complete this process for each plant they'd like certified.

Pictorial Offset, in Carlstadt, NJ, is a great case study for this process. The printer was recently awarded SmartWood certification by the Rainforest Alliance and also attained recertification of its ISO 9001-2000 (quality) and ISO 14001-2004 (environmental) management system registrations.

Taking Leadership Role

According to Mac Byrd, strategic sales and marketing director, the idea of pursuing FSC certification was first suggested by a rep from one of the company's paper suppliers. However, he says the company's leadership team of Donald, Gary and Lester Samuels has always been passionate about "doing the right thing." They consider environmental stewardship to be one of the principles guiding the firm's operation, Byrd adds.

Pictorial's management trio reportedly sought SmartWood/FSC certification not just as a differentiator or a necessity to keep pace with the competition, but also because it is in keeping with their ideals. Byrd points out that the company was the first privately held printer in the world to be granted both ISO 9000 and ISO 14001 certification simultaneously.

Managing Partner Donald Samuels says, "Our certification through SmartWood demonstrates our commitment not only to the environment, but to doing everything we can to bring value to our customers. FSC certification is of great brand value to all of our customers—regardless of the amount or type of work that we do for them."

Byrd says becoming FSC certified was easy for the printer, in part because of the work it had done for ISO certification. Pictorial's manufacturing and material handling procedures were already up to those standards, he points out.

"Chain-of-custody certification is really about inventory management and tracking systems that can trace the materials back to a well-managed forest. Accurate documentation is key to the success and value of the entire program," Byrd explains.