Paper: It's All in the Details
Catalogs are in the mail and arriving in homes in a few weeks. If you've seen our past catalogs, you'll notice that this year's catalog "feels different." Here's why.
One of biggest challenges in producing a print catalog with hundreds of photos of plants, produce and people is presenting them in a way that's both clear and environmentally responsible. Interestingly enough, the two are often at odds. Without getting into the gory details of paper production and all of the chemicals involved in producing even recycled paper, several choices we've always made have focused on the recycled content, the post-consumer waste content and the finish of the paper. (Note: We're exploring alternative ink options as well.) Inevitably, we always have to compromise on clarity and color in choosing the finish and have always gone with a recycled matte (non-glossy) paper. Before this year, we hadn't found a coated paper that meets our standards in terms of recycled and post-consumer content. Glossy and satin finishes allow colors, details and contrast to pop, so our compromise (dull finish with less clear photos in order to maximize recycled content) has always been a real hit for us given that our customers need photos to be as representative as possible. After years of searching for alternative solutions, we are pleased to announce that we found a better solution. So back to why this year's catalog "feels different." Changes for this years catalog, and there are many which we outline in this post, include moving from using a 50% recycled Forest Stewardship Council (FSC) certified matte paper to 100% recycled (and recyclable), with 90% post-consumer waste content, FSC-certified clay-coated paper. The finish on the paper is what gives it a semi-glossy look and feel, helping to showcase the details in our photos. Finally. This paper, produced by Leipa in Germany, is called ultraLux silk. Leipa is accredited with the EU Ecolabel and is "setting standards for the environmental certification of magazine paper." (Details on environmental impact of its production can be found here.) The point of all of this is to say that decisions around how (and with what materials) our catalog is produced are just as important to us as choices we make regarding how our seeds are bred, grown, tested and handled. We put this depth of care and attention into all areas at High Mowing and know that you count on us to do so. Have comments or ideas for even better choices? We love customer input and welcome feedback. Feel free to email us at marketing at highmowingseeds.com. And thank you for caring about these sort of details. Interested in helping reduce the impact of printing future catalogs? Then be sure to use our online catalog instead or browse our virtual catalog here or download a pdf version here.
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