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The Washington Post reports that environmental groups are targeting US toilet paper companies for being overly obsessed with softness, saying that the softer the paper the less environmentally friendly it is. According to the story, “Each sheet is a web of wood fibers, and fibers from old trees are longer, which produces a smoother and more supple web. Fibers made from recycled paper -- in this case magazines, newspapers or computer printouts -- are shorter. The web often is rougher.” And so, people are less likely to buy toilet paper made from recycled fibers.

The Post notes that “toilet paper is far from being the biggest threat to the world's forests: together with facial tissue, it accounts for 5 percent of the U.S. forest -products industry, according to industry figures.”

Still, toilet paper manufacturers are caught in the middle – while they say they want to be more environmentally conscious, they also say that consumers still want the soft stuff.

And there’s the rub.
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