"We (Arctic) will do our best to ensure the general public recognise FSC from a paper industry perspective," said Arctic Paper UK managing director Simon Ricketts.

The drive will take the form of more high-profile FSC projects like Michael Morpugo's book Kensuke's Kingdom, which was printed entirely on FSC grades, with the standards logo printed on the book's front cover.

Ricketts made the comments at Arctic's second Publishing Forum, held in London last week, with guest speaker TV presenter and conservationist Bill Oddie.

Ricketts also used the forum to discuss the performance of the paper industry. He said profits continued to be down, with cost cutting and closures becoming all too frequent.

"I have seen a lot of manufacturers do some silly knee-jerk reactions just to stay in business," he said.

At the event, attendees were given an update on some of Arctic's recent achievements. The firm's Munkedal mill in Sweden is working towards a closed-loop water operating system; the site only currently recycles a third of the water it uses.

By the first week of November, stock for the UK sales operation will come straight into a new 4,400m warehouse in Grimsby, with logistics for the operation handled by PTS Logistics.

Arctic Paper's UK sales team is also in the running for The National Sales Award, reaching the final four from 200 entries.