I don't understand why we don't put one more P in MM (marketing mix) principles of green business right away, so just before someone is allowed to start any kind of business, he/ she must be pushed to focus on issue of printing next to product, price, place and promotion (4 P's). I am living in Vancouver, and writing my paper about this and about the green printer companies who claim to run green business. And I agree Kcopas, zero practical assistance when it comes to reality. I am still looking for the gp company which is focusing on helping in order to change the purchasing habits of print buyers by educating them about the ecological impact of buying traditional printing products.

Although green printing is a good start for any business, I think we all know it is not enough. I work for Alternative Graphics based out of Eugene, OR. Not only do we offer fully sustainable, eco-friendly, full service printing with New Leaf recycled paper and vegetable inks; we are a fully sustainable, eco-friendly company.
Like I had mentioned, we understand green printing makes a difference but is not enough. We offer an in depth course for businesses to learn how to become fully green by William H. Klausmeier, Ph.D. Right now this course is only offered in OR but we are looking to branch out.  

Food for thought: An average small office of 15 people uses more than 5 tons of paper a year. By using 1 ton of eco-responsible paper, this is the difference your company can make:

SAVES-
15 fully grown trees
3,164 gallons of water
7 million btu of energy
695 pounds of solid waste
1,170 of greenhouse gasses

Feel free to contact me if there is anything I can do for you.
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Rec'd an email from the Premier Printing Co in Houston with info taken from a USPS publication:
Facts from "Green Myths" Publication: "Deliver Dare to Dream," May 2008, The United States Postal Service.

Has anyone seen this?

I'm concerned about the big push for FSC, which is better than clearcutting native forests by a long shot, but not nearly the best solution for making paper.

I've been told in all earnestness by paper industry reps that they have to mix virgin fiber with recycled to make the paper stronger (longer fibers). They're supposed to be the experts, but I've printed many jobs with GreenerPrinter on different 100% PC papers that have come out beautifully, so I know from experience that this notion about virgin fiber isn't accurate. As a graphic designer, I've also discovered that vegetable inks are more transparent (naturally) than inks with higher petroleum content. Color is more nuanced and saturated. Vivid.

I've talked to my local printers for two decades now about offering recycled paper, but always had to special order at a premium of 30%. They are now, finally, offering FSC and using inks with less petroleum content. I'm thrilled, really, but GreenerPrinter is so far ahead that they get most of my business despite their distance (250 miles; they buy carbon credits to offset delivery).

I'm happy to see paper suppliers moving beyond the 30% recycled paper they've been offering for years as their solution to the problems of heavy resource damage, pollution, and the enormous waste of paper that could be recycled. Yes, they are directly responsible. Who better to make recycled paper than those who make paper? We've been talking about recycled paper for 40 years. They've had time to re-tool and refine their supply chain.

There have been genuine efforts towards real solutions, but excuses like fiber length that are demonstrably false I don't want to hear.

It's good to see printers moving to FSC-sourced raw materials as their new 'solution'. It's a move in the right direction, along with using low- to no-VOC vegetable inks.  But the printing industry is huge and hugely polluting. I'd love to see, for example, their lobbyists working to reverse the ridiculous federal ban on growing hemp. It was a patriotic duty during WWII, as it should be today. (Hemp is not psychoactive and has a longer and stronger fiber than wood, which is why it's used in archival papers. It's expensive because the ban means American paper companies have to import it. Hemp is also a better crop plant than trees.) What about other material options, like kenaf as a raw material, or recycled denim and cotton?

What I really want to see is some real innovation, such as that being done by Alternative Graphics, Bacchus, and GreenerPrinter in Berkeley. They prove it can be done.