Book publishers and retailers use and deliver huge quantity of papers and have the opportunity to use market pressure to eliminate the use of wood fiber from endangered forests. For example, Canadian retailer, Indigo Books & Music Inc. (TSX:IDG), is asking their suppliers to report whether a book contains "environmental" papers. Indigo defines "environmental" papers as "those that contain recycled post consumer content or are derived from sustainably managed forests." Publishers have provided reports on thousands of titles and those books will be noted on Indigo's website and in-store kiosks. Joel Silver, Indigo's President, says, "By encouraging the use of FSC-certified and recycled paper, and providing this information both online and through in-store kiosks, consumers can make informed decisions about where the paper content of their book comes from while encouraging the industry to make better paper choices." Working with publishers to use more sensitive paper in the production of their books, Indigo has set a goal of 50% recycled paper content in books within five years to facilitate a shift in the publishing and paper supply chain.