BROADCAST DATE : Jan 27, 2012

The Toilet Paper Chase

Canadians love their soft toilet paper, and some of the softest toilet paper comes from new trees. For the environmentally conscious shopper, eco-labels on products such as toilet paper can put their mind at ease -- a guarantee that the forest the paper comes from is being protected.

Organizations promising the long-term protection of forests have standards companies must follow before they can put those logos on their products. You may have seen them on paper products, or wood products.

But what do these eco-logos mean on the ground? And what do they mean to Canadians?

Marketplace's Tom Harrington wants to find out what's behind one prominent eco-logo. He tracks down a popular toilet paper brand found in Canadian supermarkets to its source, the New Brunswick forest from where it comes, and discovers the answers aren't always clear cut.