The plusher paper invariably comes from virgin wood, not recycled content
(NEWSER) - The environmental campaign against soft toilet paper is heating up, as manufacturers keep pushing the fluff factor—"Quilted Northern Ultra Plush is the first big brand to go three-ply and three-adjective," the Washington Post notes—and environmentalists want the industry to go all recycled. The softer rolls US consumers prefer require the long fibers of virgin wood, not the shorter fibers of recycled paper. TP accounts for only 5% of the US paper industry, but it's a lightning rod. More»