Sainsbury's on a roll with action on tissue

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J Sainsbury will seek to regain some lost green ground today with the news that it will be the UK's first supermarket chain to source all of its own-brand tissue from sustainable sources.

From May, every piece of loo roll, kitchen towel and tissue that the retailer sells will be made from sustainable wood fibre. That means it will only use recycled paper or paper from material with the Forestry Stewardship Council (FSC) seal of approval, the group said.

Deforestation is one of the biggest contributors to climate change and slowing the pace at which trees are chopped down is deemed paramount by environmentalists.

Sainsbury's announcement puts it ahead of Asda, which said yesterday that 45 per cent of the fibre used to make its own-brand loo roll came from FSC-certified plantations. It said that "eventually" it wanted to switch to 100 per cent sustainable timber and pulp-based products but did not set out a timetable.

Sainsbury's also said it would start selling a greener washing detergent, which claims to wash clothes as thoroughly at 30 degrees as at 40 degrees, and compostable garden sacks.

Judith Batchelar, director of Sainsbury's brand, said: "From food packaging, to toilet and kitchen rolls, to garden refuse sacks, none of these items will cost any more to customers, or to the wider environment."

Greenpeace, the World Wildlife Fund and the FSC all backed Sainsbury's move.