Paper Grades — Refocusing on Recycled

Still, higher prices often discouraged those specifying paper—despite their concern for the environment—from using these stocks.

"People would be receptive [of using recycled paper] until you said there was a premium on it," relates Sternau.

Initially, demand for recycled was not high enough to cause paper companies to invest in the plants and the processes necessary to make it. As a result, the limited supply caused prices to remain high, discouraging demand.