We began recycling paper waste in 1984 and conducted an intensive search for a source of paper with a higher percentage of recycled content for our catalog. Since we were the first catalog in the United States to use recycled paper, the result was a disaster the first season. The still-experimental paper did not hold the ink very well; the photos were blurry and the colors muddy. But in that first year alone our switching to recycled paper saved 3.5 million kilowatt-hours of electricity and 6 million gallons of water; kept 52,000 pounds of pollutants out of the air and 1,560 cubic yards of
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