Q3 Paper Outlook — Beaten to a Pulp

Altman concedes that his company is having to develop the market for the most part, rather than servicing an existing demand. He says he hit on the concept largely by accident while reviewing the entry form for Printing Industries of America's Premier Print Awards (also known as the Benny awards).

"It had a new category called 'Environmentally Sound Materials.' Entries must use at least three of the listed processes or materials, which we did," the marketing manager explains. The list includes: "recycled papers, soy- or vegetable-based inks, direct-to-plate, aqueous coatings, energy-curable inks and coatings, or other environmentally sound product not mentioned here."