Greening the Generations: Permission for passion

BILLY: I just spent a very un-romantic afternoon with my mother-in-law. 'Thank God!,' you might say. But see, I was helping her order an Amazon Kindle -- the gadget that stores and displays books and newspapers. No paper needed. And I thought, "I don't want a world with no paper!" The Kindle is fine as a partner on a subway ride, but books and such are like ... yes ... lovers to me! Viva passion!

GREG: Knock off the heavy breathing and we'll sort this out. Rich Kilby runs Barefoot Press (http://www.barefootpress.com/ ), one of the world's premiere green printers based right here in Raleigh. Rich, we keep hearing about a paperless world and now the talk has Billy all heartbroken. Please tell us we'll always be able to wrap our hands and hearts around cool things made out of paper.

RICH: I can't imagine that a paperless world is really feasible, or even desirable. Paper is a wonderful, renewable material. It's the best solution we currently have for product packaging - far greener on all fronts (when responsibly produced) than plastic.

BILLY: Excellent! Greg and I just went to Barefoot to publish a new literary journal, The Raleigh Quarterly. The online version is deep and wonderful, but paging through the print edition is such a thrill. And I guess it's 'green.'

GREG: Well, that's a good question. As fans of paper, we always look for things printed in a 'green' way, but like most things, we don't really understand what it means. What qualifies printing as green?

RICH: It starts with paper that is domestically produced from 100% post-consumer recycled fiber, is processed chlorine-free, and preferably not dyed. The project should be printed using low-VOC, vegetable oil-based inks or toners made from organic material. The solvents used, if any, should also be water-miscible and low VOC. The design should use less ink, and the press sheet should be well-utilized to avoid excess trimmings going into the trash.

The shop producing the work needs to have a strong commitment to eco-friendly business practices, including a comprehensive internal waste management procedure, energy-efficiency program, and educational promotional materials explaining the process. The producer should be selecting vendors and resources that have a like-minded philosophy. A green printer will give back something to the community in the form of donations or support to environmental groups, and/or participation in community education events.

GREG: Like you're doing with The Raleigh Quarterly. And other things. Sorry for the interruption. Continue, please.

RICH: Any printed product should also carry a tagline explaining the materials and processes used and crediting their printer & designer. Unfortunately, branded eco-certification programs (like FSC and SFI) offer people a convenient way to appear to "go green" doing the minimum to ensure the integrity of the product. Like most things, the easiest "solutions" are rarely the best ones, and folks will need to do a little more homework to make the best choices to protect our environment. Having a conversation with your printer is the best way to tell how committed she/he is.

BILLY: What are some of the cool new advancements in sustainable production and marketing materials?

RICH: The web has provided exciting new ways to reach people without leaving much of a carbon footprint. However most online marketing efforts are only marginally effective without strong print collateral to back them up. Sadly, an awful lot of the "new advances" in production and marketing have driven buyers toward cheap but environmentally-destructive processes and materials, which is how we've gotten ourselves into this mess in the first place.

GREG: Optimism, Rich, optimism! Otherwise, you're gonna break our hearts all over again.

RICH: I think the most exciting news in the world of sustainable marketing is the trend of returning to somewhat traditional, old-school production methods. Letterpress printing is making a strong comeback for posters and announcements, much of it produced on hand-fed and/or electricity-free presses! All-paper packaging (as in CD production, for instance) is steadily gaining popularity over cheap plastic for it's durability and aesthetic beauty. Beautiful paper and printing attracts more attention and leads to better results, creating packaging that people want to keep (as opposed to pitching into the landfill).

GREG: Clearly, you're just in this for the money. Seriously, what made you want to get into and become a leader in the green printing biz?

RICH: When I started this business almost 22 years ago, I was pretty much a hippie kid with an interest in 2-dimensional design. I believe in business with a mission that goes beyond simply seeking profit.

BILLY: News flash -- you're still kind of a hippie kid. That's why we love ya. See, it all comes back to the love.