Environmentalists Seek to Wipe Out Plush Toilet Paper

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There is a battle for America's behinds.

It is a fight over toilet paper: the kind that is blanket-fluffy and getting fluffier so fast that manufacturers are running out of synonyms for "soft" (Quilted Northern Ultra Plush is the first big brand to go three-ply and three-adjective).

It's a menace, environmental groups say -- and a dark-comedy example of American excess.

The reason, they say, is that plush U.S. toilet paper is usually made by chopping down and grinding up trees that were decades or even a century old. They want Americans, like Europeans, to wipe with tissue made from recycled paper goods.

It has been slow going. Big toilet-paper makers say that they've taken steps to become more Earth-friendly but that their customers still want the soft stuff, so they're still selling it.

This summer, two of the best-known combatants in this fight signed a surprising truce, with a big tissue maker promising to do better. But the larger battle goes on -- the ultimate test of how green Americans will be when nobody's watching.