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Kruger Products is one of Canada’s oldest and most successful natural resources firms. Its Sustainability 2015 program marks an exciting shift in its approach to protecting the planet. The Sustainability 2015 program is about more than just being green. It is a comprehensive initiative with nine specific objectives including the reduction of energy, water, waste and emissions, as well as increasing the use of certified fibres in its manufacturing processes. The Annual report played a key role in defining the corporate communication plan for Kruger’s Sustainability 2015 program, and has been used as a reference for the development of other communication vehicles supporting the initiative.