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ECO TRENDS: THE SUSTAINABLE PRODUCT THAT CLAIMS TO HAVE TRANSFORMED AN ENTIRE COMPANY
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After launching the first Brazilian toilet paper with a 100% sustainable life cycle in 2020, Copapa announces that this was just the beginning of its journey. Fernanda Accorsi, founder, Accorsi Marketing Solutions, reports for TWM.
Above: Carinho EcoGreen's launch in January 2020. Fernando Pinheiro, President of Copapa, addresses the audience,
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Fernanda Accorsi Founder, Accorsi Marketing Solutions
ustainability is a constant evolution. This was reaffirmed by Jairo Almeida, the industrial director of Brazilian tissue manufacturer Companhia Paduana de Papéis (Copapa), which launched its first 100% sustainable life cycle toilet paper SKU in Brazil in 2020. Carinho EcoGreen was created to be unpretentious, although it carries with it great expectations of opening the doors of the industry to products with more ecologically responsible production and supply chains. The use of the word unpretentious means
that Copapa understands the challenges that a sustainable product can face in Brazil. A company that decides to conduct this kind of innovation should be prepared to help customers in the transition to more conscious behaviour during the purchase process. Saying that, the adoption of such a product can naturally be slow, but in this case it was intensified by the global recession brought on by the Covid-19 pandemic, which directed shoppers in this category to lower-priced SKUs. A force-majeure situation such as this can bring with it a scenario of short-term
CARINHO ECOGREEN WAS CREATED TO BE UNPRETENTIOUS, ALTHOUGH IT CARRIES WITH IT GREAT EXPECTATIONS OF OPENING THE DOORS OF THE INDUSTRY TO PRODUCTS WITH MORE ECOLOGICALLY RESPONSIBLE PRODUCTION AND SUPPLY CHAINS. Tissue World Magazine | September/October 2021
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