Nicole Rycroft

Ashoka Fellow
Canada,
Fellow Since 2003

Citation

This profile was prepared when Nicole Rycroft was elected to the Ashoka Fellowship in 2003.
The New Idea
Instead of relying on individual consumers to make the "ancient forest free" choice, Nicole is utilizing the combined economy of scale of Canadian corporate purchasers both to create the market demand for environmentally sound alternatives and to stimulate investment in, and production of, alternative papers and construction materials. Signatory companies are then highlighted in social marketing and product branding campaigns aimed at increasing public awareness.
Currently, Nicole is focused on the overall transformation of the Canadian book-publishing sector into an ancient forest free industry. By actively working with their signatory companies–including Penguin Canada, Random House Canada, and Doubleday Canada–Nicole facilitates change in consumption patterns throughout the entire supply chain; negotiating new paper product specifications with producers, overseeing test runs with printers, and assisting publishers in managing demand issues.
Signatory companies must agree to phase out their use of products derived from these forests within a three-year period–thereby allowing sufficient time for alternative products to be developed on a scale to fill the market gap. In addition, they must agree to meet reduced toxics targets and overall consumption targets.
The Problem
The Strategy
The Person

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