In 2006, the company introduced a hot beverage paper cup with 10% post-consumer recycled fiber and in 2008 it rolled out a new plastic cup that has less of an environmental impact than its original plastic cups.

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That, at least, is the reassuring tale told in the brochure (printed on recycled paper, of course)available for discerning shoppers at the track-lit, pristine poultry cooler in Whole Foods stores.

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The GreenHeart label means reduced packaging, recycled plastics, waterborne paints, and an electronic in-phone manual instead of a paper booklet.

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Designer Boma Inko-Tariah, from fashion house Beldie's La Mode, created a fascinator crafted from recycled paper, broken compact discs and a tin can.

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In the main Beijing office, a homely red-painted house in a courtyard littered with bicycles, visitors would be handed staff cards printed on recycled paper and given metal reusable chopsticks, together with a lecture on how much of China's virgin forest was disappearing for wooden chopsticks every year.

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