As a direct seller whose 'store' is the brochure and printed materials, with virtually no brick and mortar stores, Avon is a significant user of paper. The issue of deforestation is especially important to Avon given our reliance on paper. We are committed to helping end deforestation through our internal efforts and policies, including the Avon Paper Promise and Avon Palm Oil Promise and our reforestation fundraising initiative, Healthy Forests, Beautiful World.
As a significant consumer of paper products, Avon can influence both supply and demand in the market. In March 2010, we announced the Avon Paper Promise, a comprehensive policy for promoting responsible forest use and protecting forests.
We are committed to optimizing our overall use of paper in every area of our business, including distribution methodologies, basis weight reductions, reductions in brochure size, and increasing the use of electronic media as a replacement for paper-based products. We also continue to leverage technology and establish paperless processes wherever possible.
Our goal is to purchase 100 percent of our paper from certified and/or post-consumer recycled content sources by 2020 with a certification preference of Forest Stewardship Council (FSC). As of 2013, 74 percent of Avon's brochure paper met the Avon Paper Promise commitments, and approximately 25 percent of paper used in Avon's product brochures is sourced from FSC certified forests.
Read the Avon Paper Promise.
Avon recognizes that palm oil is a significant cause of tropical deforestation and peatland depletion, which can result in the loss of natural habitats for endangered species, and also has known human rights issues.
Although more than 80 percent of palm oil is used for food products, it also is one of many natural oils used in personal care products. Avon is not a significant user of palm oil or palm kernel oil (PKO) and predominantly uses ingredients that are derivatives of palm oil and PKO.
As a company, we are committed to protecting the environment and respecting and upholding the human rights of the communities and workers affected by our operations and supply chain. That is why Avon adopted its first Palm Oil Promise in 2011 outlining our guidelines for purchasing sustainably sourced palm oil and joined the Roundtable on Sustainable Palm Oil (RSPO) to help continue the development, implementation and verification of credible global standards for sustainable palm oil. Since 2011, we have supported the production of sustainable palm oil through the GreenPalm program, which means that for every estimated ton of palm oil derivative we use in the production of our products, we have paid a voluntary premium to a palm oil producer that is operating within the RSPO strict guidelines for social and environmental responsibility. For the 2015 calendar year, we supported the production of 20,000 metric tons of sustainable palm oil through the purchase of Book&Claim certificates in the GreenPalm program.
Avon wishes to increase our support of responsible palm oil sourcing and we therefore issued a more comprehensive Palm Oil Promise in July 2015 to ensure greater traceability and responsible sourcing in our palm oil supply chain. The traceability of palm/PKO derivatives is complex and we know this will not be an easy journey, but Avon is committed to implementing a plan to achieve responsible palm oil sourcing. We are dedicated to working in collaboration with our suppliers to ensure palm oil, palm kernel oil, and derivatives used in Avon products globally meet our revised guidelines outlined in the Avon Palm Oil Promise.
These revised palm oil guidelines are designed to hold our suppliers accountable to specific sourcing principles. We also have outlined a process and timeline for developing an implementation plan.