Velvet puts £10m behind WWF tie

Toilet-tissue brand Velvet is to feature a WWF logo on the front of all its packs after its owner, SCA Hygiene, signed a partnership marketing deal with the wildlife charity as part of work to highlight its green credentials.

The tie, which aims to convey that Velvet is kind to the environment without sacrificing quality, will be backed by a £10m investment.

SCA is Europe's biggest private forest owner and claims to plant more than 80m saplings each year. It is also working with the WWF on ways to limit its environmental impact and raise awareness of conservation.

The WWF has been challenging tissue manufacturers to take responsibility for environmental issues since 2004. To date, only SCA has provided adequate assurances that it actively avoids forest destruction and promotes forest management.

The work is being overseen by Traci Baxter, brand manager of Velvet, and Nicky Springthorpe, corporate development manager at WWF.

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