Ever wish it were someone else's job to identify the most environmentally preferable, cost-effective solutions for your business? At Natural Source Printing - a company that works closely with its clients to develop customized, environmentally preferable printing strategies - it is. In this SLM interview, Natural Source green consultant Mary Loyer discusses the importance of matching the materials with the message, and gives up the scoop on some emerging green-printing trends (tree-free paper, anyone?).

(To listen to our conversation with Mary, click here.)

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SLM: So what exactly is your role at Natural Source Printing?

Mary: Natural Source Printing is a printer AND green consultancy. About a year ago we realized just how many companies are looking for ways to green their printing materials. Their customers are going to them asking about green, about recycled. They know there are greener options out there, but they don't know where or how to start the process. I do the research and guide my corporate clients toward printing solutions that help communicate their environmental responsibility to consumers.

SLM: What are some of the top questions a new client might ask about greening their printing materials?

Mary: The top question by far is "How can I green my business cards?" After that, the questions tend focus on specific options, from soy-based ink to water-based ink to recycled-content paper. They really want to know about the hot products currently in the marketplace.

SLM: Do you think companies are focusing on these kinds of specifics so they can turn around and tell consumers exactly what they're doing to be green? For example, a lot of business brochures now put a "printed on 30% post-consumer recycled paper" label in a prominent spot.

Mary: In some cases yes, but not always. Many times CEOs will task their marketing teams with "going green," and they come to me wondering, well, exactly how do we do that? What does it mean to "go green" - does it mean using soy inks or recycled paper? Interestingly, it doesn't always occur to these marketing executives to put the information on the packaging. They might decide to  just communicate that on their website. Also, if the CEO is directly behind the green push what tends to trickle down is the desire to choose the cheapest greener option. My job is to figure out exactly what their end goals are - are they trying to please their CEO or meet a consumer demand for greener products? - and that helps determine which environmentally preferable materials to use and how best to communicate that green message.

SLM: To what extent does the motivation behind the green program inform which materials you select?

Mary: Quite a bit. Despite the growing movement toward corporate environmental responsibility, many of these greener printing materials are not yet readily available. In some cases there's a price premium attached to a given material or process. We need to find the right material to match each company's individual goals. For example, a company I work with wants to educate consumers about water conservation. So we found a tree-free paper that doesn't use any water during manufacturing, and the company includes a message on their packaging detailing how many gallons of water were saved in the printing process. The choice of material goes hand-in-hand with the company's message, and that's why they're willing to pay a bit more for it.

SLM: I can see how a company with a predominantly eco-conscious consumer base - a natural skin products company, for example - might elect to use the premium-priced materials. What about so-called "mainstream" companies? Do you hear any concerns that greener printing materials will cost more, or yield sub-standard results?

Mary: I do get that question, particularly about quality. The look-and-feel of printed materials sends a strong message, which is why it's a key factor that I have to consider. But I must say that in most cases, the quality is not compromised at all. Recycled-content paper now has the same thickness and quality that you see virgin paper. My goal is to recommend the right materials based on the look of their current product. If a client needs a glossy look, I might recommend an aqueous coating on a Forest Stewardship Council (FSC)-certified paper harvested from a sustainably managed forest. There are a lot of different things we can do.

SLM: What about cost? Some approaches cost more than others, but are there options that are GREENER but not necessarily more expensive?

Mary: There's definitely a correlation between taking the greenest approach and incurring the highest costs, but companies don't necessarily have to spend more. For example, FSC-certified paper is the same paper - it looks and feels the same, it's just the FSC certification ensuring responsible production. And  depending on the supply, it doesn't always cost  more than regular paper.

I think the biggest message I try to convey to my clients is that it's ok to take baby steps. They don't have to be 100% green and, in fact, consumers don't expect it. They'd much rather hear that a company is taking specific steps in that direction instead of getting blanket green statements that don't hold up to close inspection.

SLM: Ok, let's talk about those baby steps. What are the first steps a company should take toward greener printing? Where's the low-hanging fruit?

Mary: First, print your basic forms - brochures, business cards, etc. - on FSC-certified paper. Keep in mind that FSC-certified does not necessarily mean recycled-content; it could just be virgin paper for sustainably managed forests. Second, switch to water-based inks. Third, look at printed materials within each department within the business: packaging, boxes, and shipping materials, for example.

SLM: Looking forward, what are some emerging trends you're seeing in green printing?

Mary: As major companies like Wal-Mart and CostCo take a greener stance, I'm seeing smaller vendors and suppliers scramble to minimize the environmental impact of their labels, boxes, and packaging. There are so many more green printing options available now than there were even five years ago, and every day something new is popping up.

Think of the alternatives to traditional paper: Natural Source Printing offers a tree-free paper made from limestone (calcium carbonate) called FiberStone Paper. Right now calcium carbonate is used as a whitening agent for  regular virgin paper, but people have discovered that it can replace virgin or recycled paper altogether. To the touch, it feels like a regular coated paper. And because it doesn't require water to manufacture, it saves more than just trees. It's amazing when you add it all up, and a lot of my clients love the idea of saving our one resource that absorbs carbon. Many have requested to use this paper - for postcards, for brochures, even shopping bags.

SLM: Gives new meaning to the "paperless office," doesn't it?

Mary: As one my friends pointed out, anything you print on it is written in stone!

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For more information about Fiberstone Tree-free Paper and other eco-friendly materials offered by Natural Source Printing, contact Mary Loyer at mloyer@naturalsourceprinting.com or 866-551-4NSP x313.