A thrifty green brand called Marcal

Marcal Paper Mills Inc., in line with its traditional management style, has developed a recycling process that makes it possible to turn junk bone into toilet paper. The company’s trucks, which were empty after delivering supermarkets to Long Island, New York, are now being handled by post offices in Long Island and loaded with undeliverable third-class mail. Although these products may contain such impairments as cellophane windows and rubberized paper, Marcal’s recycling process enables the production of an environmentally friendly product.

Nick Marcalus is not the guy who spends his days thinking about high-priced green marketing consultants. Marcal Paper Mills of Elmwood Park, N.J., the third-generation paper towel and toiletry maker Marcalus runs with his family, has always kept his own homespun counsel on the more important issues of the day. Leave the Competition in the Powerful Procter Gamble and Kimberly-Clark spend their millions studying environmental issues. Marcal makes it easy.


Last week, the New York media were riddled with a typical Marcal coup. The central post office in the suburb of Long Island, which is among the most concentrated junk mail countries, announced that it would dump its unsolicited third-class mail on Marcal, which in turn would process the labeled envelopes and four-color pitches in toilet paper. At a time when tree pickers routinely blasphemed the paper industry for environmental reasons, Marcal has been awarded a green prize in one of its largest markets.

The company started innocently enough, as is usually the case with Marcal. At a recycling conference last year, a manager from Marcal heard a postman from Long Island campaigning for tons of undeliverable junk mail flooded on Long Island. Month. A brief visit to Nick’s office in Marcal was approved for a Spring 1991 test that included the overflow of 18 post offices in Long Island. The test allowed Marcal to prove a new technology that allows his facilities to recycle such annoying additives as glassine envelope windows and gummed paper. This test was expanded to full-blown program status last week when the Post announced it would now accept excess junk mail from 175 long-distance post offices.


Marcal has been using recycled paper in its finished products for years, a practice that depends more on the economy than on the environment. The Long Island project only strengthens this strategy. Prior to the Long Island test, the Marcal Trucks delivered their paper products to the Long Island supermarkets, where they wereted gas as they ran back empty-handed to the New Jersey factory. Now the trucks will stop on their return bales and use the same gas to deliver raw material to the plant.

And talk about “closed-loop” efficiency. The transportation agreement will save the postal service on Long Island for $ 500,000 a year. A similar deal with the post office in Manhattan is in the works.

Read more about: “Papers New Role”

Marcalus’ grandfather founded Marcal 60 years ago. His son, Robert Marcalus, is now chairman. Nick, 48, directs the business as president.

Marcal initially shied away from promoting the recycled content of his paper products. But that began to change about five years ago as consumer acceptance grew.

“We did not talk about recycling at first,” says Marcalus. “Our major national competitors – who still use virgin pulp – have lowered our line and told buyers that Marcal is inferior because [our products] were made from recycled paper. We were able to prove that there was no difference in recycling label and We appreciate each other very much. “

However, Marcelus does not intend to follow the Giant’s trail of false green claims. For all the free advertising the company receives, junk mail pickup is essentially an economic step.

“We’ve been building our niche for a long time, and that’s not a recycled product,” he says. “Recycling is nice, but it’s top-notch to our real marketing message as a valuable product.”

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