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Wood Positive

From now on, we will plant and protect more trees 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 bio-diversity 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, 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 offset all the wood-based paper and pulp that goes into 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

Together with the World Land Trust (WLT), an international conservation organisation, we have calculated how much wood and paper packaging we use in an average year. Taking 2010 as the sample year, this comes to around 6,000 tonnes (including primary, secondary and transit packaging).

We then estimated how many trees we would have to plant and protect to offset the trees we used in that year. The answer is 100,000 trees.

So in 2012, we will be working with WLT and its local partners to plant and protect more than 100,000 trees. And in the years that follow we will repeat the process, using data from the previous year to work out how many trees we need to plant and protect. 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. The split is roughly 50:50 –this year we will plant around 55,000 new trees, and protect around 45,000 established trees.

To work out the number of trees we need to plant, we used the average weight and mass of a tree at 50years. To work out the number of trees we need to protect, we took the average weight and mass of existing trees similar to those we will protect.

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.