For years we've joked that this could happen but now our satirical predictions are coming true.
The NRDC likens Canada's vast forests to "the Amazon of North." Replacing just half of P&G's virgin pulp usage with recycled content "would dwarf the company's current climate commitments," the NRDCsaidin a letter to the company that was co-signed by 150 other activist groups.
P&G offers a simple reason for not using recycled wood pulp: It doesn't make for good toilet paper.
"Have you tried recycled toilet paper yourself?" a P&G spokeswoman asked CBS MoneyWatch who also pointed to Charmin as a superior product. "I promise you'll enjoy it much more," she said.
P&G is one of the world's largest consumer products companies, with annual revenue of $67 billion and a stock market value of $305 billion. Along with Charmin and Bounty, its many brands include Crest toothpaste, Gillette razors, Head & Shoulders shampoo, Pampers diapers and Tide laundry detergent.
Toilet paper made from recycled fibers doesn't have the same qualities, causing people to use more tissue made directly from trees, the spokeswoman added. She also noted that P&G's experience making recycled tissue products shows that "a significant amount of recycled fibers ends up as solid waste sludge going to landfill."