Recently Mohawk launched a new line of environmentally-friendly papers - Mohawk Loop - and we took the opportunity to dig a little deeper into the new product line. Gavin Gaynor, Vice President, Research and Development, Mohawk Fine Papers, filled us in on the details. WTT: Over the last year, it seems like the environment has taken a back seat to the economy. So why has Mohawk launched an entirely new line of papers containing a high percentage of PCW? Has the market been asking for it? In other words, why now? GG: Although there has been a national debate about costs and sustainability, brand leaders in the business community have continued to press ahead on issues of sustainability, transparency, and corporate responsibility. Though our customers may be struggling with lower print demand and the need to cut costs, interest in the environment – particularly recycled papers – has continued to intensify among brand owners. Printers need a way to counter the perception that printing is worse for the environment than electronic alternatives. Many of them have also expressed frustration with the fragmented nature and competing claims of environmentally focused product lines. With the Loop introduction, we have simplified our offering and clarified our sustainability messaging. Loop gives designers and printers a trusted source for papers that are beautiful, perform well, and are environmentally responsible. WTT: There are a growing number papers available with varying rates of PCW, what makes the Mohawk’s new Loop line of papers different? What’s the value proposition? GG: Our goal with Loop is to provide the widest selection of very high PCW fiber content papers on the market. Our objective for Loop is that it will become a one-stop-shop for any specifier looking for environmentally preferable papers. There are a growing number of corporations with sustainability officers in place who are setting forth guidelines for responsible specification of all materials including paper. Some of those guidelines include minimum PCW content. Loop will make it easy for purchasing departments to meet those guidelines WTT: We’re seeing more and more coated papers with PCW content; Mohawk is now offering coated paper with 50% PCW. What is it that limits the amount of PCW content in coated paper? Will we ever see 100% PCW in coated stock? GG: The fiber length and the inherent contaminants in PCW fiber limit the amount of PCW fiber that can be used in a coated stock. There is less actual fiber in a coated sheet than in an uncoated sheet of paper. If there is less fiber, and that fiber is the shorter recycled fiber, it changes the strength of the sheet itself. There are also contaminant issues with recycled fiber. The contaminants impact the smooth application of the coating causing quality issues. We don’t want to sacrifice the quality of the sheet just to get more PCW fiber content. WTT: This new line of papers includes some very deep, bold colors. How do you get such deep colors? What kinds of pigments or dyes are used? Is Mohawk moving to more bio-derived pigments or dyes? GG: We screen all of our materials to ensure environmental compliance and meet health and safety regulations to ensure worker and consumer product safety. We are not aware of any bio-derived pigments or dyes that could achieve these very saturated, dark colors. WTT: The Loop line of papers includes wood fiber, recycled fiber, and cotton. Is Mohawk considering other cellulose sources for fiber for paper? We’ve heard a little about wheat straw in the last year or so. GG: Mohawk is always considering alternative fibers but it is hard to find alternative fibers that can be used in premium text and cover stocks. We are seeing alternative fibers used more for boutique handmade papers because they do not need huge quantities. We have researched and tested several alternative fibers including flax and jute, to determine feasibility, availability, quality, and cost effectiveness. When we are confident of the availability of supply that meets our quality requirements we will more seriously consider bringing an alternative fiber paper to market. WTT: Are all the papers in the Loop line of papers certified for sustainable forestry practices (FSC/SFI/PEFC)? GG: Yes, all of the papers in the Loop line are certified to the Forest Stewardship Council’s (FSC) standards by SmartWood, a program of the Rainforest Alliance. Green Seal certification is pending. For more information about the new Loop papers, visit Mohawk Fine Papers.