Green America: Growing the Green Economy for People and the Planet

Winners of the First Ever Aveda Environmental Awards Announced
November 10, 2005

Natural Health, Utne, and the Sustainable Industries Journal Take Top Honors For Environmental Leadership at the Folio: Show

November 1, 2005 (New York City) – Three magazines were honored for their leadership in environmentally-preferable paper use and production at the awards banquet for the premier magazine industry trade show and exhibition, the Folio: Show. The first ever Aveda Environmental Awards were presented to Natural Health, Utne, and the Sustainable Industries Journal.

"Some magazine publishers are not just blazing a path, but are also encouraging others to follow their environmental lead," said Rachael Ostrom, media director for Aveda, and one of the co-creators of the award. "With the severe environmental problems associated with paper production and use by magazines, it is important to have an award that positively recognizes publishers who are leading their industry toward sustainability."

Utne has been using recycled paper for years and won in the category of Long-time Environmental Leader. The magazine is currently printed on 100% post-consumer recycled (PCR) paper – paper that had previously met its intended end use in the hands of a consumer. "I'm happy to say that as a longtime advocate for PCR paper, we have reached our goal of completely eliminating the use of virgin forest fiber," said Nina Utne, editor in chief. "In the last two years we've gone from using 20% PCR to 100%. We hope that this highlights the possible and encourages our colleagues to also move toward more sustainable paper use."

While many may view Utne as one of the "usual suspects," the winner in the New Environmental Commitment category, Natural Health, is a mainstream publication with a monthly circulation of 350,000. "We explored using recycled paper because it is the right thing to do for the environment and human health," said Erica Linn, publisher. "But, we ultimately decided to use 40% PCR paper and reduce the trim size by 3/4" because it made sense from a business perspective."

One finding that may have influenced the decision at Natural Health to use recycled paper was that regarding the spending power of consumers defined as "Cultural Creatives," or those who spend their money in ways that reflect their values. Sociologist Paul Ray estimates that 63 million Americans are Cultural Creatives, spending roughly $229 billion dollars annually.

The winner in the New Launch category was the Sustainable Industries Journal, which is also printed on 100% PCR paper. The Journal covers major trends, innovations, and economic opportunities that inform business leaders of real-world market opportunities to grow the economy and enhance environmental quality. "We are thrilled to be recognized for exactly the kind of sustainable business practices our magazine helps other businesses to benefit from," said Nik Blosser, publisher. "Our suppliers—Grays Harbor Paper, Oregon Lithoprint and New Leaf Paper—are leaders in the industry, and they deserve a great deal of credit. Understanding the harmful environmental and health impacts of paper produced with chlorine bleaching processes, and without postconsumer recycled content or FSC-certification in printing, really compelled us to try environmentally preferable alternatives."

According to a 2001 white paper, the magazine industry consumes 35 million trees, or the amount of trees that would fit into Rocky Mountain National Park in Colorado, annually. "Every second one tree is logged to produce magazine paper," according to Frank Locantore, Director of Co-op America's Magazine PAPER Project and the other co-creator of the Aveda Environmental Award. "Magazine publishers have a tremendous opportunity to foster change in their industry – one in which more than 95% of all the magazine paper contains zero recycled content."

The Finalists:

  • New Launch: Silver went to Ode; and, Bronze went to both Plenty, and Breathe.
  • New Environmental Commitment: Silver went to Body and Soul; and, Bronze went to both Frontiers in Ecology, and The Nature Conservancy.
  • Long-time Environmental Leader: Silver went to Earth Island Institute; and, Bronze went to both The Green Guide, and VegNews.



Aveda™ The Art and Science of Pure Flower and Plant Essences™ develops, manufactures and markets an extensive collection of plant-based haircare, skincare, makeup, Pure-Fume™ and lifestyle products which are sold in more than 8,000 salons, spas and Environmental Lifestyle Stores around the world. Aveda was founded in 1978 by entrepreneur and environmentalist, Horst Rechelbacher, whose travels and experiences with different cultures, led him to discover the power of plants and herbs to heal and promote well-being. Aveda, which is derived from Ayurveda, known as the science of life in Eastern teachings, was born of his vision to develop personal care products from renewable plant resources rather than petrochemicals; in this way, protecting the earth's sustainable resources and preserving biodiversity.

"Our mission at Aveda is to care for the world we live in, from the products we make to the ways in which we give back to society. At Aveda, we strive to set an example for environmental leadership and responsibility, not just in the world of beauty, but around the world."
-- Horst Rechelbacher, founder

Co-op America at is a national nonprofit organization founded in 1982 and based in Washington, DC. Co-op America's mission is to harness economic power—the strength of consumers, investors, businesses, and the marketplace—to create a socially just and environmentally sustainable society.

For More Information, Contact:

Frank Locantore, Magazine PAPER Project Director, Co-op America: (202) 872-5334

Vicky Melen, Aveda Global Communications: (763) 783-4219



Please contact Todd Larsen by email
or by phone at 202-872-5307.


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