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Wood Positive

From now on, we will ensure that each year we grow and preserve more wood than we use in our packaging. We think it's a positive move – for us, for you, and for the two locations we'll be working in.


The Atlantic Rainforest is one of the most threatened habitats in the world. It is home to a diverse range of unique flora and fauna, but only around seven per cent of this amazing biodiversity hotspot remains.

We're working with the World Land Trust and Reserva Ecológica de Guapiaçu to restore and protect the forest at the Guapiaçu Reserve. Home to over 400 different species, the reserve also helps to regulate the water source that supplies many nearby settlements.


The spectacled bear, mountain tapir and puma are just some of the endangered species that live in the tropical forests of the Southern Andes – forests which are increasingly threatened by clearance.

Together with the World Land Trust and ‘Nature & Culture International – Ecuador’, we will plant and protect trees in this critically important area of Ecuador.


We already minimise packaging wherever it is practical to do so. But Wood Positive is about doing even more: going beyond the standard practices to make a real, positive difference.

Being Wood Positive means we will compensate for the wood consumed in our primary, secondary and transit packaging . We will do this through a mixture of planting and protecting trees. We will plant new high-conservation-value trees, and protect established trees, in areas threatened by clearance.

How it works

Taking 2010 as a sample year, we worked out that we use about 6,500 tonnes of paper-based packaging every year.

The World Land Trust then converted the 6,500 tonnes to an equivalent weight of woody biomass to calculate how many hectares of natural forest would have to be preserved and reforested to compensate for this consumption.

By adding 10 per cent to the weight of the packaging, we ensure that each year more wood is grown and preserved than used – making our packaging Wood Positive.

In the first year of the project, we reforested and preserved a total of 102 hectares (252 acres). In years to follow, we will repeat the process, using data from the previous 12 months to work out how many more hectares must be regenerated or protected.

We plan to focus on different locations in the future.

The details

We are planting new trees and protecting existing ones because this is best practice according to WLT and other experts. To work out the number of hectares we need to reforest and preserve, we used the average biomass in a hectare of mature forest. In 2012 we are focusing on the Atlantic Rainforest in Brazil, and the Southern Andes in Ecuador, both recognised conservation hotspots.

The trees we plant and protect will be high-conservation-value, endemic species rather than fast-growing softwoods. The aim is to enrich the habitats of the chosen areas.

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