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Responsible sourcing and increasing recycled and non-wood fibre hygiene paper
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Background

WEPA and WWF have been working together on various projects and initiatives successfully since 2017. In addition to circular material cycles, the focus has been on climate, resource and freshwater protection as well as deforestation-free supply chains. WEPA joined Forests Forward in 2025 as part of their extended cooperation with WWF and have set new priorities. Together, WEPA and WWF are pursuing the goal of making hygiene paper based on recycled fibres the market standard.

For the next years, three key areas of action will form the basis of the partnership:

  • Informing consumers about the benefits of recycled products;

  • Setting-up a pilot project that contributes to the sustainable production of non-wood fresh fibres.

  • Continuing WEPA’s existing commitment to protecting the local environment.

Scope of Work

  • Behavioural change campaign: WEPA will work with WWF to develop a scientifically based behavioral change campaign to activate consumers to adopt more environmentally friendly consumer behaviours with regard to hygiene paper, with a measurable, significant impact.

  • Advocacy: WEPA will use its voice in dialogue with associations, initiatives and at political level that focus on circular economy as a lever to protect wood, biodiversity and freshwater resources.

  • Certification: WEPA aims to maintain the current FSC certification level of wood-based virgin fibres at 83.9%. The FSC certification quota for wood-based virgin fibers will not fall below 75% each year.

  • Recycled and non-wood alternative fresh fibres: WEPA to use at least 60% recycled fibres and non-wood alternative fresh fibres by 2030. Exploring further use of non-wood alternative fresh fibres.

  • Declaration: WEPA will transparently disclose the type(s) of wood and the origin of the pulp used on the virgin fibre products of the WEPA brands and their packaging.

  • Deforestation- and conversion-free policy: WEPA will publicly commit to achieving deforestation- and conversion-free supply chains by the end of 2025 in accordance with the Accountability Framework.

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