Imagine that you're Nucor , the steel manufacturer that makes steel by recycling old steel, and you form a new relationship with Union Pacific to recycle its old track and replace it with newly reforged Nucor steel track. Or, imagine that you 're a vertically-integrated chocolate company... like Mars ... and you learn that cacao trees grow better under a canopy of taller trees. So you plant taller jungle trees over your cacao trees so that they yield more beans per tree. If you were Nucor or Mars practicing that kind of forward 'environmental' thinking you'd probably want to crow about that wouldn't you? [ Cue the sarcastic smirk ]. In effect, that's what tissue maker Irving Tissue, Inc., the maker of Scotties Tissue, is doing with its "Renewable Forest Project." Running in ads (this one was in the March issue of More magazine) and Free-Standing Inserts (FSIs), Scotties says that it "will plant three seedlings in the spring and summer for v...
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