The quest for feasible non-tree fibre sources for paper should reach another milestone this month. Markets Initiative, the Vancouver-based environmental group working with publishers to save ancient forests through responsible paper-purchasing programs, says it will soon trumpet the first magazine to be printed on paper made partly from wheat waste.

Markets Initiative executive director Nicole Rycroft made the announcement at the group's second annual fundraising event in Toronto today. Rycroft also said her organization will release an updated version of its Magazine EcoKit later this month.

Markets Initiative is a Canadian environmental success story. Its approach of working with publishers, printers and paper companies to change purchasing habits and generate demand for ancient-forest-friendly (AFF) paper has now been copied in 10 countries. In Canada, Rycroft said three out of four leading “magazine conglomerates” and more than 100 book publishers have officially adopted AFF objectives.

Markets Initiative relies on charitable foundations and private donations for support. Donations can be made through the Markets Inititiative website. The site also includes resources for magazine, book and newspaper publishers.