A major international paper manufacturer faces challenges in developing and launching a new product with obvious demand from environmentally aware customers. In M-real's case this is Era Silk - a recycled coated silk paper suitable for quality brochures and reports. But the firm's main output is paper made from virgin fibre, and few people can be unaware of the criticism this industry has faced in the past. It was important to ensure there were no environmental skeletons in the cupboard that might compromise the credibility of both the new paper and its users.
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